Coca-Cola European Partners (CCEP) has unveiled a new Capri-Sun advertising campaign to raise awareness that Capri-Sun original now contains 50% less sugar whilst still maintaining its taste and contains nothing artificial.
The new advert sees the brand’s mascot respond to a message from ‘Mum’ Sally who says it would be easier sending her kids to the moon than deciding which drink to choose for them. The answer to Sally’s dilemma is, somewhat predictably, the new original Capri-Sun variant.
The ad is on TV screens until the end of 2018. It is supported through digital via a partnership with Channel Mum alongside influencer and PR activity.
A content-driven partnership with Jungle Creations, a media company on Facebook, runs alongside the campaign to support the 330ml variant, which is predominately consumed by adults.
Simon Harrison, Customer Marketing Director GB at CCEP, said: “The new advert uses our Capri-Sun brand mascot to communicate our 50% less sugar message in a fun and engaging way. The creative has researched well in GB, performing strongly with both current and lapsed users, increasing their likelihood to purchase.
“The partnership with Jungle Creations will build on the success of our Capri-Sun 330ml pouch, which is now the biggest IC Orange Juice Drink in the market, delivering a value rate of sale growth of 13.3%, despite the rest of the category being in decline.
“Both campaigns will engage consumers in the brand, showcasing the choice we have to offer across the Capri-Sun portfolio to meet a variety of consumer needs and occasions. We recommend that retailers get stocked up to capitalise upon the demand these campaigns will drive.”
