Coca-cola owned juice brand Capri Sun is launching a new integrated campaign to promote its 100% juice range.
The campaign, which encompasses TV and outdoor, was created by VCCP and is the first major ATL activity for the brand since 2006.
The character-based campaign highlights the innate cheekiness of the Capri Sun brand but also delivers a compelling natural juice message with an “Alive With Juice” strapline.
The campaign begins with a 40 second TVC that introduces a hapless but lovable pair of local tradesmen called Ed and Omar who spend their lives in pursuit of escaping Capri Sun 100% juice pouches that are alive with juice.
Sam Grant, senior brand manager at Coca-Cola Enterprises, said, “Capri-Sun is a successful and well loved brand and this new campaign will boost people's awareness of the naturalness and nothing artificial at all message in an entertaining way for all the family.”
Michael Sugden, managing director of VCCP, added, “Capri Sun is a much-loved and fun brand. This campaign is an irreverent and characterful take on the product’s pure juice properties. It contrasts with the worthy tone of voice with which many healthy brands are communicated.”
The campaign was written and art directed by Matt Gilbert and Dave Tokley. The TV ads were directed by Hank Perlman of Hungryman, and photography was by Mitch Jenkins.Media planning and buying was handled by Vizeum.
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