• by Danielle Oster , 7 hours ago

Ahead of the summer solstice June 20, beverage brand Capri Sun released an extra-long, 15-inch version of its distinct pouches, to reflect the longest day of the year. But the sun didn’t stay out for long.

Capri Sun promoted the limited-edition pouches through image assets on its brand Instagram account, and video ads running across its Instagram and TikTok channels (including paid social support on the latter platform). The TikTok video teased the release with scrolling text over a long, continuing pan down, gradually revealing the full length of the pouch. The messaging related a description of what the longest day of the year “may or may not” include, and a push to order the pouch so it arrives by the solstice.

The brand released a limited number of the pouches via Walmart’s website, selling them for $1.50, to reflect the solstice’s 15 hours of sunlight. The almost comically large pouch held 20 ounces of juice, and came complete with an extra-long yellow straw and a 64 oz. jug of Capri Sun Fruit Punch flavor. Capri Sun made the limited-edition pouches available for sale with an initial drop on June 16 at 2 p.m., followed by a subsequent release the following day, but they were gone long before the sun rose on the longest day of the year. 

"We know our fans love discovering new twists on our iconic pouch, but the response to our longest pouch ever blew us away," Capri Sun senior brand manager Jessica Barker told USA Today. "Both drops sold out in just minutes—four and six, to be exact—which is a pretty clear sign that our fans are just as serious about fun as we are."

The campaign picked up on the astronomical approach introduced with the launch of its Moon Punch flavor in a glow-in-the-dark pouch for March’s lunar eclipse.