- Kraft Heinz single-serve beverage Capri Sun has debuted a latest campaign, “It’s Gonna Be Epic,” that revolves around small moments where kids are in charge, in response to details shared with Marketing Dive.
- The campaign will debuting on the brand new Dude Perfect streaming platform via display ads, sponsored playlists, interactive gameplay units and as a sponsor of the Trick Shot of the Month. It may even run on Super Awesome, Playwire, Paramount, Disney+ and Kidoodle TV with audio on Spotify and iHeart platforms.
- Created by Goodby Silverstein & Partners with media by Starcom’s Publicis 57, the campaign is the brand’s first major effort because it unveiled a lower-sugar formulation last 12 months.
Kraft Heinz continues to speculate in its 50-year-old Capri Sun brand with a campaign that taps into “kid-in-charge” moments like bike riding and playing outside that appear small to adults but feel epic to kids.
“Capri Sun is all about listening to those small on a regular basis moments, specifically ones where our product shows up in kids’ lives,” said brand manager Samantha Mills in an announcement. “This became the jumping off point for our latest campaign — which heroes those kid-in-charge moments which might be essential to childhood.”
Three spots, rolling out this month through March 2024, imagine “epic” versions of such moments, from encountering a family of sasquatches on a motorbike ride, causing a sonic boom with a three-point basketball shot or an explosion by cannonballing right into a pool. Goodby Silverstein & Partners looked to capture “the sensation you bought as a kid when your parents allow you to go off together with your friends for a couple of hours,” creative director Rony Castor said in an announcement.
Media for the campaign, handled by Starcom’s Publicis 57 team, will focus on kids’ and families’ co-viewing and listening habits with custom video units across family streaming platforms Paramount, Dude Perfect Network and Super Awesome, plus custom audio and podcast ads across iHeart and Spotify. Launched earlier this month, the Dude Perfect Streaming Service brings the content brand’s trick shot and stunt-focused content to Roku, Apple, Android TV and beyond.
“It’s Gonna Be Epic” is Capri Sun’s first major campaign because the brand underwent a formula change last summer that reduced sugar by 40% through the use of monk fruit concentrate to offer sweetness, putting the beverage more in-line with consumer tastes. While the brand new campaign is from a kid perspective and geared toward co-viewing and co-listening habits, a previous social-first effort from the brand toyed with the thought of “kid-noise canceling technology” to interact with burnt out parents.
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