With a cool truck, a summery setting and an exciting game pulling out all the bells and whistles, we created a fun moment for kids while introducing the new Capri-Sun zero.
Capri-Sun doesn’t need much of an introduction. The fruity kids’ drink with the iconic pouch is known all over the world. In 2021, a stunning 6 billion pouches of Capri-Sun were sold. This amount is about to get even higher after the launch of Capri-Sun with zero added sugar.
To introduce the new drink to Belgian kids, Capri-Sun commissioned us to devise, develop and launch a striking product activation event, creating a fun moment for kids while giving them a taste of the goodies. Our strategy consisted of 2 components. First, we targeted the summer camps: the ideal location to reach a lot of children in a short amount of time.
Our goal was to immerse the children in the fun world of Capri-Sun. With a colourful Capri-Sun truck, beach flags, beach chairs, and an exciting ‘Capture the Flag’ game, we created the perfect setting. The ultimate goal of the game? Stimulating the children to make as much noise as possible. While in daily life most adults urge children to be less noisy, Capri-Sun is all about having fun, playing outside and letting children be their noisy selves.
During the game, a visual sound level indicated the number of decibels, rising towards the game’s climax: the opening of the truck revealing an outburst of balloons, smoke effects, xx music and a lot of tasty samples. With our noisy game, we really got the kids excited, as they all chanted ‘CAPRI-SUN’ at the top of their lungs.
After the successful summer camp events we organised sampling sessions at the Belgian railway stations of Blankenberge and Oostende, targeting summer tourists with kids. Contrary to the summer camps, the parents were also involved. This was a crucial condition, as we aim at a shift in the way parents perceive Capri-Sun. Some of them perceive Capri-Sun as a more sugary snack, while in fact the drink is made of a small list of natural ingredients.
After the successful brand exposure events, both at summer camps and relevant train stations, the Capri-Sun zero story continues, as we plan to deploy the second phase of the activation campaign after summer. This time, we focus on schools and youth organisations, while rolling out a fun media campaign. Stay tuned!
