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.