Capri Sun's Monster-Sized Facebook Campaign

Kraft Foods launches the new Capri Sun juice drink Big Pouch with an over-the-top Facebook page featuring an attention-grabbing stop-motion monster video. For years, Capri Sun juice drink fans have asked for a larger version of the classic childhood drink. The new Capri Sun Big Pouch is a bigger, redesigned version of the original foil pouch, now with 11.2 ounces, a sleek new shape and a re-closeable cap.

 

"This is a significant milestone for Capri Sun. For the first time, our intended consumer may be old enough to engage with us through social platforms like Facebook," says Wilfred de Guzman, Brand manager (aka "Pouch Master") for Capri Sun. "Capturing the attention of 13-to-15-year-olds isn't easy; we knew we needed to build an experience for them that was deserving of their attention and passion for the product."

 

In partnership with social engagement agency SS+K, the online campaign focuses on a video posted to the "Capri Sun Goes Big" Facebook page. The video features a classic Capri Sun pouch going through an unusual transformation. Left unattended in the fridge, the pouch twists and morphs in stop-motion, becoming something big, intense… and a little bit monstrous. 

 

Leading up to the launch, the Capri Sun Goes Big Facebook page stoked enthusiastic speculation on the size of the Big Pouch. Over the course of several weeks, the team used fun photos of Capri Sun pouches the size of hot-air balloons, elephants and skateboard ramps. A pouch-shaped graphic fills up as the launch date nears, teasing the reveal of a pouch that's new, bigger and more exciting than ever. 

 

So far, in the last three weeks, the page has generated more than 48,000 new likes, with an average of 2,500 a day, even though the product has only been in stores for the last few days.