Capri Sun juices mainly delight the little ones in the house. However, in its new campaign the Kraft Heinz subsidiary does not want to connect with children but with their parents and to attract the attention of the latter (and simultaneously avoid the attention of the little ones) it has decided to hide behind something that children definitely They hate with all their might: romantic novels interspersed with erotic winks. Capri Sun has recently cut the amount of added sugars present in all the products in its portfolio by 40%. And he wants parents to be the first to be aware of this reduction (perhaps because children may not find this novelty as attractive as their parents).
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The campaign is designed to divert the category email list attention of children and, on the contrary, snatch the attention of parents , to whom Capri Sun wants to let them know that its juices are now 40% lower in sugars. The motto “Your kids will never know” culminates the latest from Capri Sun. A spot directed by Giraffe Sisters is the central axis of the Capri Sun campaign , which also includes an audiobook available on Audible , Spotify and Apple . The minute-long chapters of this unique audiobook tell the story of “a sweet mother” named Melissa and th
The Kraft Heinz subsidiary has also tried to simultaneously
Capri Sun is not the first brand to B2C Database look in the mirror of romance novels for a campaign . KFC already did the same in 2017 and turned Colonel Sanders into the dashing protagonist of a romantic novel. The Kraft subsidiary children and parents in its campaigns on more occasions . In 2020, Capri Sun gave the “change” to children (with the complicity of their parents) and gave them juices that actually contained water.
