Capri-Sun ad 2017

Coca-Cola European Partners has unveiled a multimillion TV campaign for Capri-Sun – which makes its debut today (24 April) as the brand attempts to recover £12.6m in lost sales.

Set to run throughout 2017, the push introduces an animated Capri-Sun pouch to drive awareness of the brand’s no-added-sugar range.

That was expanded last month with the introduction of an orange-lemon variant in a 330ml format, as part of a major low-sugar push by CCEP across its portfolio of soft drinks brands.

The “cheeky” new pouch character is seen playing games with a family during a summer gathering – in a 20-second commercial meant to highlight “how the brand is offering more choice to shoppers”.

Capri-Sun was “a much-loved brand”, said Simon Harrison, operational marketing director GB at CCEP. “The multimillion-pound campaign is the latest piece of activity that supports our zero or low-sugar ranges. It demonstrates our ongoing commitment to supporting retailers, particularly as we move into the warmer summer months.”

The CCEP brand suffered the greatest loss of value sales in the juices & smoothies category last year, falling 13.3% to £81.8m [Nielsen 52 w/e 8 October 2016].