• by Erik Oster , August 28, 2023

Back to school is a stressful time for overworked parents, who are looking for quick solutions to make things a little easier, and -- let’s be honest -- a minute of peace and quiet.

A  Capri Sun “Kid Noise-Canceling Juice Drink” campaign in collaboration with Taskrabbit promises to deliver almost a minute of quiet, based on the idea that it takes an average of roughly 50 seconds to drink a Capri Sun. The campaign hinges around a repackaged Capri Sun bundle designed to look like noise-canceling headphones, which comes with $100 in Taskrabbit credits to help parents find a hand with never-ending to-do lists. and make the most of those 50 seconds.

Capri Sun worked with agency Mischief @NoFixedAddress on the effort, whose first work for the brand arrived around three years ago. A campaign video presents the “technology” to parents shopping with their little ones in an electronics store, with a mock product-demonstration.

The brand also partnered with Starcom’s Publicis 57 on media, and The Kitchen on social media. It’s driven by a paid social media plan across Meta and TikTok designed to drive parents to a campaign landing site where they can enter for a chance to win one of a limited quantity of the “Kid Noise-Canceling Juice Drink” packs.