Capri Sun Big Pouch
HOW DO YOU LAUNCH A NEW PRODUCT TO A TEEN DEMO, WHEN YOU ARE PERCEIVED AS A KIDS BRAND? YOU HAVE A LITTLE FUN WITH IT.
Capri Sun is known for being a kids drink company. So when they wanted to launch a new product that targeted early teens, we decided to create a campaign that poked a little fun at those awkward teens moments when they needed a little encouragement.
Grab hold.
We created a character, “Big Pouch Man”, who would appear at those awkward moments in teen’s lives when they needed a little encouragement. We then used social channels to give the Big Pouch Man and thus the brand a voice and created a dialogue with our target.
