Coca-Cola Enterprises is investing in Capri-Sun this summer, with a new flavour, a design revamp, an on-pack promotion, and a summer event partnership. The activity is aimed at encouraging more young adults to buy into the brand.
The Mango Passionfruit variant, available now, comes in Capri-Sun’s 330ml format (rsp: 99p) as the brand rolls out a ‘modern, vibrant’ new look for that pack size, to differentiate it from the 200ml.
Both developments coincide with the return of Squeeze the Day, an on-pack promotion first run last year. It encourages shoppers to submit their ‘bucket list adventure’ on Caprisunsqueezetheday.com, and then share it via social media to gather votes. The 10 entries with the most votes each month go through to a judging panel, with the winner bagging a prize worth £2,000 and the nine other entrants each receiving a prize valued at £100. The promotion closes at the end of August.
Also this summer, Capri-Sun will be the official drink partner of all six of The Color Run’s 5k events, during which competitors become covered in a different hue of paint at each kilometre of the course.
The brand’s seasonal activity will be supported by a £700,000 marketing campaign.
“We’re investing in making Capri-Sun even more appealing to young adult consumers, which will in turn help our customers to make the most of the huge opportunity in juice drinks,” said Caroline Cater, operational marketing director at CCE.
“We’re confident the new flavour will appeal to this demographic, while the brand’s whole profile will be raised by having such a prominent presence at The Color Run.”
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