Capri Sun's Awesome Adventures Unleashed on Dude Perfect, the Ultimate Family Channel!
Capri Sun taps into the power of shared experiences by targeting kids and families with their latest campaign This marks their first major endeavor since introducing their new formula, highlighting their commitment to providing unforgettable moments for all
Article Brief:
The latest campaign by Kraft Heinz's single-serve beverage, Capri Sun, is titled "It's Gonna Be Epic." This new campaign focuses on empowering kids and highlighting the joy found in small moments, as per information provided to Our Website.
The campaign will launch on the new Dude Perfect streaming platform through display ads, sponsored playlists, interactive gameplay units, and as a sponsor of the Trick Shot of the Month. It will also be promoted on Super Awesome, Playwire, Paramount, Disney+, and Kidoodle TV, with audio on Spotify and iHeart platforms. Developed by Goodby Silverstein & Partners and with media provided by Starcom's Publicis 57, the campaign marks the brand's first significant initiative since introducing a reduced-sugar formula last year.
Article Insight:
Kraft Heinz is making further investments in its long-standing Capri Sun brand, focusing on a campaign that highlights the significance of everyday activities to children, such as riding bikes and playing outdoors. These moments, though seemingly insignificant to adults, hold immense significance and excitement for kids.
“Paying attention to the small everyday moments, especially when our product is part of children's lives, defines Capri Sun," emphasized brand manager Samantha Mills in a statement. "These moments, where kids take charge, are vital to the essence of childhood and are at the heart of our new campaign."
In the coming months until March 2024, three new commercials will showcase "epic" versions of memorable moments. These moments include encountering a family of sasquatches while riding a bike, making a sonic boom with a three-point basketball shot, or causing an explosion by cannonballing into a pool. Goodby Silverstein & Partners aimed to capture the nostalgic feeling of being a kid and having the freedom to hang out with friends. The media campaign, managed by Starcom's Publicis 57 team, will target families and children by creating custom video units for family streaming platforms such as Paramount, Dude Perfect Network, and Super Awesome. Additionally, there will be custom audio and podcast ads on iHeart and Spotify. The recently launched Dude Perfect Streaming Service will make their trick shot and stunt-focused content accessible on Roku, Apple, Android TV, and other platforms.
Capri Sun's latest campaign, "It's Gonna Be Epic," marks their first significant initiative since implementing a formula change that reduced sugar by 40%. By incorporating monk fruit concentrate for sweetening, the brand has aligned their beverage more closely with consumer preferences. While this new campaign is geared towards children and designed to cater to co-viewing and co-listening habits, a prior social media-oriented effort by the brand playfully explored the concept of "kid-noise canceling technology" to resonate with exhausted parents.
