2010 GOLD

BEVERAGES, NON-ALCOHOL

'RESPECT THE POUCH'

KRAFT BEVERAGES- CAPRI SUN, KRAFT BEVERAGES

Vinay Sharma, Director of Marketing- RTD Beverages
Neil Leinwand, VP Marketing, Refreshment Beverages

OGILVY & MATHER

Christopher Reintz, Senior Partner, Executive Marketing Director
Debbie Kasher, Senior Partner, Creative Director
Arturo Gigante, Senior Partner, Creative Director
Kathleen Pascual, Senior Partner, Group Planning Director
Venus Rivera, Partner, Marketing Manager
Lindsey Randolph, Partner, Senior Planner
Jennifer Ogden, Senior Partner, Executive Marketing Director
Marta Larock, Senior Partner, WW Group Planning Director

MEDIAVEST

RAZORFISH

DIGITAS

Capri Sun had lost its cool with kids 6-12 and faced a price increase, so Kraft tasked marketing communications with improving the perceived value of the brand. Rooted in kids' desire to be daring, 'Respect The Pouch' came to life in TV, gaming & print, making Capri Sun more famous to kids than Nike. Profit increased far above 17.6%, thanks to penetration & buy rate gains. Ecstatic, the CEO credited Capri Sun as a big factor in Kraft Corporate's Q2 2009 11% profit increase and Wal-Mart took 5 additional SKUs.