• by Danielle Oster , Yesterday

Capri Sun’s drink pouches are notoriously difficult to open, enough so to beg the question of whether they’re some kind of cruel joke. For some this Halloween season, the answer will be yes.

Taking a brand trait Capri Sun is notorious for, and leaning into it for comedic effect, the “Trick & Treat” pouch is touted as “impossible to pierce” with a straw. The novelty “Trick & Treat” pouches are made from high-strength ripstop nylon, and sealed from the inside, making it virtually impermeable.

The Halloween release is available for purchase exclusively via daily drops on Walmart.com from Oct. 21-23, with each “Trick & Treat” package including one regular Capri Sun Fruit Punch pouch, one trick pouch, and a package of 10 straws to keep the prank going.

Supporting the limited release, itself a clear play for social media engagement, is a social media campaign running across the brand’s owned channels, highlighting fan interactions with the trick pouch. Creative agency Mischief worked with the brand on the creative concept for the “Trick & Treat” campaign, and Capri Sun is working with The Kitchen North America on social content, and Carst on paid media.

“The best jokes are the ones everyone’s in on, and our new ‘Trick & Treat’ pouches are exactly that. This Halloween, we are embracing the humor in our own product truth, and turning it into an experience that lives up to our playful spirit,” Capri Sun Director of Marketing Kristina Hannant said in a statement. “It’s a spirited reminder that Capri Sun doesn’t take itself too seriously, and neither should our fans.” 

In a release announcing the news, Capri Sun said the campaign follows the success of its extra-long “Solstice Pouches” back in June. The brand also created glow-in-the-dark pouches earlier this year, timing their release to a lunar eclipse.