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2010 GOLD BEVERAGES - NON-ALCOHOL
UNITED STATES
Kraft Beverages- Capri Sun 'Respect the Pouch'
RAN IN: United States
CLIENT
Kraft Beverages
Vinay Sharma, Director of Marketing- RTD Beverages Neil Leinwand, VP Marketing, Refreshment Beverages
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
Razorfish
Mediavest
SUMMARY
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.
