- Capri Sun is popping the moon right into a marketing tool with the discharge of its Moon Punch product, the Kraft Heinz juice brand’s first glow-in-the-dark pouch, according to a press release. The release is timed ahead of the Total Lunar Eclipse.
- Key to the hassle is a tie-up with Snapchat to offer consumers a probability to unlock an exclusive first taste of the Moon Punch offering. From March 13-14, Snapchat users can open their cameras, take a photograph of the moon and follow the “lunar link” for the possibility to receive free product.
- Moon Punch is rolling out nationwide and features eight collectible pouches, each designed after a unique moon phase. The move comes just weeks after Capri Sun announced that it could make its juice available in single-serve bottles for the primary time in 20 years.
Capri Sun is popping to the moon for inspiration with its recent Moon Punch juice pouches. The glow-in-the-dark product arrives ahead of the Total Lunar Eclipse — also referred to as the Blood Moon — which occurs when the Earth is fully between the sun and the moon. The effort could appeal to each the younger generation and their parents, who may very well be on the lookout for a reason to get their kids outdoors more often. Children today spend less time outdoors than every other generation, according to the National Recreation and Park Association.
From March 13-14, consumers can open their cameras on Snapchat, snap a photograph of the moon and follow a link for a probability to receive a free carton of Moon Punch and a flashlight. The limited-time offering is on the market at Amazon, Target, Walmart and Kroger.
The product launch from Capri Sun arrives after the brand announced in February that it could bring back its single-serve bottles to the juice brand for the primary time in 20 years. The introduction of its Moon Punch pouches is meant to be each a way to engage with consumers and proof of the brand’s commitment to its punch format, per release details.
Capri Sun joins a growing list of food and snack purveyors on the lookout for ways to employ Snap’s promoting features to capture a little bit of buzz. Last month, Mondelez’s Oreo used the platform’s Sponsored Snaps product, which allows advertisers to deliver videos directly into users’ chat inboxes, to promote its cookie collaboration with Post Malone. Prior, McDonald’s used the social media platform’s augmented reality features to promote a line of nostalgic collectors cups.
Snap’s appeal for those brands likely stems from its audience, which skews toward the younger generation. Additionally, at a time when adults and fogeys are wary of the negative effects social media can have on younger cohorts, Snap has marketed itself as an outlier. Snap-commissioned research conducted by the National Opinion Research Center on the University of Chicago found that teens and young adults found the platform’s direct messaging features to be a source of happiness and connection.
Snap’s revenue increased 14% year-over-year to $1.56 billion in Q4 2024, according to its latest earnings report. Its energetic advertisers greater than doubled over the end-of-year period.
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