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ADVERTISING CAMPAIGNS

Editor’s Pick. Capri-Sun ‘Mentalist Juice Donk’ viral

Agency: VCCP

Client: Capri-Sun

VCCP has created a number of humorous online films for Capri-Sun to extend its ‘alive with juice’ campaign, currently running on TV and outdoor.

The online content extends the story of the cheeky Capri-Sun pouches, which are so juicy that they are ‘alive with juice’ and on the run, causing mischief wherever they go.

The objective of the ‘Catch the Capri-Sun’ campaign activity is to engage with an older teen audience than Capri Sun’s core target.

In order to do this VCCP teamed up with a number of students to make the lo-fi films, thus engaging with the target audience in the very making of the films.

The main films were shot and coordinated by Richard Van den Bergh, who had most recently been working on the special effects for the next Harry potter film.

The Capri-Sun corporate web site has also been taken over to continue the idea – the Capri-Sun pouches have seemingly escaped from the site itself.

“This piece of activity aims to push Capri Sun outside of its comfort zone to engage with an online-savvy audience in a relevant and unusual way,” said Senior Brand Manager, Coca-Cola Enterprises, Caroline Philiponnet-Bethell.

Creative Director, VCCP, Steve Vranakis, added that the anti-advertsing approach allowed the agency to create a campaign that “literally invites people to get involved and in turn get talked about.”

AJR
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