Tapping into the stress many parents feel, especially with 66% feeling burned out, Capri Sun introduces its new Kid Noise-Canceling Juice Drink. The campaign cleverly communicates that each juice packet offers around 50 seconds of quiet time as children savor the drink. Amidst the frenzy of the back-to-school season, Capri Sun has also collaborated with Taskrabbit, allowing parents to delegate some chores. This initiative was masterminded by Mischief @ No Fixed Address, supported by Starcom’s Publicis 57 for media, The Kitchen for social media, and Zeno handling public relations.
In a promotional clip, parents and their kids engage with a store employee promoting the special edition product. A moment of intrigue ensues as two juice packs are unveiled. As the children sip the beverage, a brief respite from noise follows, much to the parents’ relief.
Mischief, a creative agency that has previously collaborated with Capri Sun, recalls a campaign where the juice was swapped with filtered water, aptly titled “We’re Sorry It’s Not Juice”. This was during the pandemic’s peak when water fountains in schools remained shut, signifying the brand’s agility in addressing current events. Their recent ‘noise-canceling’ venture further strengthens their school-related marketing stance.
Samantha Mills, Capri Sun’s Associate Director of Brand Communications, remarked, “Our launch of the Kid Noise-Canceling Juice Drink packs underscores our understanding of the back-to-school rush. We aim to acknowledge parents’ efforts by gifting them a few moments of serenity.”
Uniquely, Capri Sun’s campaign deviates from the norm. Instead of spotlighting monetary savings during a period marked by economic unpredictability, the brand chooses to underscore the gift of tranquility for overburdened parents. It’s a fresh take, acknowledging the non-monetary ‘costs’ parents bear, and offering a brief, sweet respite.
In a marketplace flooded with deals and discounts, Capri Sun’s thoughtful approach stands out. It’s not just about saving money; it’s about valuing time and peace. In the end, it’s these intangible rewards that often resonate most with consumers.
