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Product news: Capri-Sun campaign to promote 'less sugar' message

Merril Boulton ·

Coca-Cola European Partners (CCEP) has unveiled a new Capri-Sun advertising campaign to raise awareness that Capri-Sun original now contains 50% less sugar while still maintaining its iconic great taste and containing nothing artificial. A content-driven partnership with Jungle Creations, a media company on Facebook, will also run alongside the advertising to support the 330ml variant which is predominately consumed by adults.

The new advert creative sees the brand’s mascot respond to a message from ‘mum’ Sally who says it would be easier sending her kids to the moon than deciding upon which kids drink to choose for her children. Capri-Sun comes to the rescue with its new original Capri-Sun variant which contains 50% less sugar following the introduction of its new great-tasting recipe in March 2018. The lower-sugar original variant joins Capri-Sun No-Added-Sugar and Capri-Sun Fruity Water ranges offering consumers clear choice across its portfolio.

The new advertising campaign runs from 18th June across TV, as part of an integrated campaign until the end of 2018. It will be supported through digital via a partnership with Channel Mum and key influencers and PR to help retailers increase their sales of the brand, which CEP says is the largest kids juice drink in GB, 42.8% bigger than the nearest branded competitor.

In addition to the nationwide advertising campaign, a bespoke partnership with Jungle Creations has been agreed to support the 330ml on-the-go Capri-Sun range which has a consumer base of 75% adults, many of which fall into the millennial age group. Original content will be streamed through vt, Nailed It and Twisted this summer reaching over around six million adult consumers.

Simon Harrison, customer marketing director GB at Coca-Cola European Partners, said: “The new advert uses our Capri-Sun brand mascot to communicate our 50% less sugar message in a fun and engaging way. The creative has researched well in GB, performing strongly with both current and lapsed users, increasing their likelihood to purchase.

“The partnership with Jungle Creations will build on the success of our Capri-Sun 330ml pouch, which is now the biggest IC Orange Juice Drink in the market, delivering a value rate of sale growth of 13.3%, despite the rest of the category being in decline.

“Both campaigns will engage consumers in the brand, showcasing the choice we have to offer across the Capri-Sun portfolio to meet a variety of consumer needs and occasions. We recommend that retailers get stocked up to capitalise upon the demand these campaigns will drive.”

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