Capri Sun ad

CCEP has kicked off a £4m push for Capri-Sun’s reformulated range of juice drinks.

In March, the brand reduced the sugar content of its five-strong core lineup by 50%, adding stevia to cut sugar to 4.9g per 100ml.

New TV advertising sees Capri-Sun help a mother who complains it would be easier to send her children to the moon than to choose the right soft drink for them.   

The push will run until the end of the year, supported by partnerships with parenting website Channel Mum and key online influencers.

To target adult Capri-Sun drinkers, a partnership with digital media company Jungle Creations will see content running across selected Facebook channels to push the juice brand’s 330ml on-the-go range, which has a consumer base of 75% adults, many of whom are millennials.

Both strands of the campaign would “engage consumers in the brand, showcasing the choice we have to offer across the Capri-Sun portfolio to meet a variety of consumer needs and occasions” claimed Simon Harrison, customer marketing director GB at CCEP.

Last year saw Capri-Sun’s standard range lose 2.8% of its value, making it worth £68.6m [IRI 52 w/e 9 December 2017], as retailers cut back on shelf space allocated to juice drinks.