Capri-Sun, the kid-proof pouch
What story can we tell to increase awareness and recruit new consumers by establishing afternoon snack time with a “pouch” format that the Capri-Sun brand clearly wished to appropriate?
In order to reach the double target of moms (shoppers) and kids (consumers), while stressing the benefits of the pouch’s sturdiness, convenience and water-tightness, Pixelis chose the pouch’s resistance as an entry, using the product’s intrinsic quality (recipe) and anchorage in everyday life, fun, and children’s games.
The agency launched an outdoor ad campaign and developed a fun, euphonic French claim “la poche à l’épreuve des enfants” or “The Kid-proof pouch”, to reinforce the message on a humorous tone while highlighting the product’s resistance. By suggesting the child’s presence in the bedroom, the Capri-Sun pouch becomes the hero of the story while fitting perfectly into children’s everyday play world.
Launch: March 2013.