Capri Sun: Big Pouch, Big Facebook Effort
Kraft Foods' Capri Sun is using an ambitious Facebook campaign to intro its new, limited-time "Big Pouch" packages, designed to appeal to teens rather than kids.
Big Pouch is a bigger
(11.2-ounce), redesigned version of the original foil pouch, that also features a sleek new shape and a recloseable cap.
"For the first time, our intended consumer may be old enough to
engage with us through social platforms like Facebook," noted Capri Sun brand manager Wilfred de Guzman. "Capturing the attention of 13-to-15-year olds isn't easy; we knew we needed to build an
experience for them that was deserving of their attention and passion for the product."
The approach: a new "Capri Sun Goes Big" Facebook page dedicated to the Big Pouches. The page is featuring a video showing a classic-sized Capri Sun pouch that, left alone in the fridge, morphs in stop-motion into "something big, intense...and a little bit monstrous."
Leading up to the Big Pouch launch, the Facebook page stoked speculation about the actual size of the pouch by posting photos of Capri Sun pouches the size of hot-air balloons, elephants and skateboard ramps. A pouch-shaped graphic filled up as the launch date neared.
The page went live last November, but active promotions in the past three weeks have generated more than 48,000 (2,500 per day, on average) of the 50,000+ "likes" thus far. The product has only been available in stores for a few days.
Capri Sun Big Pouches are being sold individually, at a suggested retail of 79 cents. They come in three flavors: Fruit Punch, Maui Cooler and Strawberry Kiwi.
Recent Marketing Daily Articles
-
Skyy Launches 'Be Part Of The Art' May 21, 5:57 a.m.
To support the debut of its new Skyy Infusions Moscato Grape variety, Skyy Vodka has launched ... -
Miller64 Partners With Former Pro Athletes May 20, 10:30 p.m.
Miller64 is launching "GO64," a summer-long initiative that will include local events, celebrity appearances, giveaways and ... -
Vespa Looks Back: 50 Years Of 50cc's May 20, 4:36 p.m.
Vespa has been tooling about since the ’40s, and sidelining as a movie star since the ... -
Industry Satisfaction Lagging, But Improving May 20, 4:02 p.m.
For the first time in years, the telecom industry is seeing improved customer satisfaction scores. But ... -
OMMA Social: Macy's Looks To Social For Connection May 20, 3:25 p.m.
Macy's is using social to connect with customers. That, said Jennifer Kasper, VP of digital media ... -
4 Types Of Marketing Cultures: How Fast Is Yours? May 20, 9:16 a.m.
Marketers everywhere may be talking about creating a fast-moving culture of innovation, but most CMOs will ... -
United Expands Loyalty Program To Businesses May 19, 10:13 p.m.
United Airlines is launching the MileagePlus Small Business Network, the first U.S. travel loyalty program that ... -
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ...
Be the first to comment on "Capri Sun: Big Pouch, Big Facebook Effort"
Leave a Comment