- Kraft Heinz brand Capri Sun is out with a new limited-edition product meant to mimic the look of noise-canceling headphones and a supporting campaign on social media, in accordance with information shared with Marketing Dive.
- Each box of Kid Noise-Canceling Juice Drink is obtainable with no purchase crucial from Aug. 28-Sept. 1 on the landing page noisecancelingjuicedrink.com. The boxes contain two juice drink packets and a $100 Taskrabbit gift card so parents can delegate odd jobs to the marketplace’s gig employees.
- Paid social media across Meta and TikTok highlights how Capri Sun may give parents just a few seconds of silence while driving traffic to the landing page where a limited variety of packs shall be made available every day.
With 66% of fogeys feeling burned out, in accordance with research cited in press materials, the Kid Noise-Canceling Juice Drink product and supporting campaign plays off the concept each packet of Capri Sun juice drink purportedly takes roughly 50 seconds to devour, thereby giving parents a bit of peace and quiet.
As parents find themselves in the center of back-to-school chaos, Capri Sun’s partnership with Taskrabbit is one other way the brand is trying to present parents a break by enabling them to outsource some tasks. The activation was developed by Mischief @ No Fixed Address, with Starcom’s Publicis 57 on media, The Kitchen on social media and Zeno on public relations.
During a promotional video, parents with children approach a store employee who’s showcasing boxes of the limited-edition product. Parents seem confused as he opens the packaging, showing off two packs of juice. Kids then drink the pouch as parents benefit from the quiet.
Mischief, the agency that helped develop the campaign, has worked with Capri Sun in the past, including an activation for which juice was replaced by filtered water. “We’re Sorry It’s Not Juice” got here throughout the pandemic as students returned to the classroom. During that point, many water fountains were closed. This latest project is an evolution of its school-themed marketing with the juice brand.
“At Capri Sun, we all know that back-to-school season is a busy time and our goal through launching the Kid Noise-Canceling Juice Drink packs is to point out our appreciation for fogeys by providing them 50 seconds of calm,” said Samantha Mills, associate director of name communications for Capri Sun in a press statement.
The campaign is different from lots of the other back-to-school campaigns hitting the market which have focused on savings amid a time of economic uncertainty. Instead, Capri Sun is putting the emphasis on giving overworked parents some peace and quiet.
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