Putting the
Punch Back in the
Pouch
Relaunching Kraft’s Capri Sun Drinks
By Sarah Eigner, Rebecca Buddingh and Nina Chadha
History of Capri Sun
• Developed in 1966 in
Germany; world’s first
pouch drink
• Kraft Foods became the
production partner for the
U.S. in 1992
• In 1994, Capri Sun was
ranked number one in a U.S.
survey of kids’ favorite
beverages
• Today there are four types:
Original Capri Sun, Capri
Sun Sunrise, Capri Sun 100%
Juice and Capri Sun Roarin’
Waters
Problem and Opportunity
• Extremely popular with children of the 1990s
• Failed to capture new generations of kids
• Introduced “Respect the Pouch” campaign in
2008, but did not receive much attention
• Today, there is a great opportunity to relaunch
using a sports-oriented campaign that will
capture both children and their parents
SWOT Analysis
Strengths:
- Notoriety as “first pouch drink”
- Healthy and Nutritious
- Large budget (owned by Kraft)
- Wide variety of flavors and types
- Perceived as “fun” and “cool”
- Strong brand image
Weaknesses:
- Sales have declined since 2000
- Decrease in visibility over last decade
- Packaging is not recyclable
- Criticism from small pouch
- Failure to update the brand and stay
current for today’s children
Opportunities:
- Nostalgia: Children of 90s are having
their own children now
- Rise in health trends; promoting Capri
Sun as a drink that has become healthier
in recent years
- Partnerships with youth sports
organizations
Threats:
- Competition from other pouch drinks
- Competition from all other children’s
drinks and sports drinks
- Kraft has too many brands/products to
manage
- Target age range will eventually “grow
out” of the product again
Research Goals
1. Identify why Capri Sun
was successful and
how this success can
be replicated
2. Determine which
competitors are doing
well and why
3. Recognize the likes and
dislikes of the target
age range and their
parents
Research Methods
Primary Research
• Focus groups
– Parents
– Children
• Surveys
Secondary Research
• Capri Sun’s website, past press
kits, media coverage, annual
reports, advertising
campaigns, etc.
• Competitor’s past and present
PR campaigns, company
websites, advertisements,
media coverage, etc.
Goals
1) Reintroduce the Capri Sun brand to the
modern young consumer.
2) Update the brand’s current outdated image
and status.
Objectives
• Increase the recognition of Capri Sun by kids age
5-13 by 10% compared to other sports beverages
like Gatorade, Vitamin Water and Powerade.
• Have at least 200 in attendance at each major
launch event.
• Secure at least 3 local media placements in each
major market where a launch event is held.
• Receive at least 200 contest entries nationwide.
• Reach 1 million Facebook Fans within 12 months.
• Secure at least 2 national media placements
within 12 months.
• Increase relationships with Mommy Bloggers and
other industry influencers.
Target Audiences
• “Nickelodeons”
– Children age 5-13 (elementary and middle schoolers).
– Active and participate in organized sports like soccer/basketball.
– Watch shows on channels like Nickelodeon, the Disney Channel and Cartoon
Network.
– Parents are middle to upper middle class.
– Tend to live in more suburban communities.
– Have a large influence over their parents buying behaviors.
– Grew up with a large variety of sports drinks.
– Look up to celebrities they see on television including athletes.
Target Audiences
• “Soccer Moms”
– Women age 30-45 with children in the “Nickelodeons.”
– Some may have jobs while others may be stay-at-home moms but regardless they are all
extremely busy.
– Concerned with their children’s health but also consider convenience to a high degree.
– Read parent magazines and blogs.
– Middle to upper middle class living in more suburban areas.
– Have college degrees.
– Let their children influence their purchase decisions; however, they put their foot down
if the product is truly unhealthy.
– Are on social media sites like Facebook but not necessarily tuned in 100% to Twitter or
Four Square; however, they are technologically savvy.
Key Messages
Positioning Statement
–
–
–
–
To: the “Nickelodeons”
Capri Sun is the tasty, nutritious sport drink.
That is fast, easy and mess free.
Because it comes in a wide variety of flavors and a one-ofa-kind ergonomic pouch.
“Nickelodeon” Messaging
• “Capri Sun is the sports drink that won’t make
you to slow down. With a variety of flavors and a
convenient mess free pouch, Capri Sun is a tasty
and nutritious drink that will put the punch back
into your day.”
• “Capri Sun is the tasty sports drink that has a
flavor for everyone. Whether you want an Orange
Wake Up to go along with your bowl of cereal in
the morning or a Fruit Punch with your lunch,
Capri Sun flavors all pack a punch.”
“Soccer Moms” Messaging
• “The new Capri Sun is a nutritious and
refreshing beverage packed into a convenient
mess free pouch. With a variety of flavors and
no artificial ingredients, Capri Sun is the sports
drink you and your kids will love.”
• “With a variety of flavors fit for every meal
and 25 percent less sugar, Capri Sun offers a
full serving of fruit in just one low-calorie
pouch.”
Strategies
• Form partnerships with youth sports
organizations
• Create visibility through promotional events in
major markets
• Use contests to help promote the brand in
smaller markets
• Increase visibility through product placement
• Use social media to target the “Soccer Moms”
• Create awareness of Capri Sun nutritional
benefits through the website
Summer Tactics
Promotional tour in large,
coastal markets:
(Miami, Los Angeles, San
Diego, Honolulu, etc.)
• Beach parties with a giant
Capri Sun pouch on the
ocean for children to play
on
• Incorporate
skateboarding and other
sports associated with the
brand
• Food and promotions
from other Kraft brands
Fall Tactics
Partnerships with youth sports organizations
such as AYSO:
• Sponsor specific events and games
• Create banners to advertise at games
• Incorporate charity work (i.e. helping to pay
for children in low income neighborhoods
who cannot afford the fees to play)
Winter Tactics
Mommy Blogger brunch:
• Coordinate with other Kraft
brands (Oscar Mayer,
Nabisco, Philadelphia, etc.)
to host a brunch for
mommy bloggers in large
markets (Los Angeles, New
York, Chicago)
• Stress the health benefits of
the Kraft foods and what
Kraft has done to make its’
food healthier for families
Spring Tactics
National Contests:
• Create an outfit or accessories with Capri Sun
packaging and win a concert at your school
• Good for smaller markets that cannot participate in
the coastal launch parties
Additional Tactics
• Product Placement
– Nickelodeon TV shows (for children), Project Runway
(for the soccer moms)
• Snack Packages
– Assorted Kraft food items in a package to be sold for
youth sports game days
• Update website to highlight nutritional benefits
– 25% less sugar
– Full serving of fruit in just one low-calorie pouch
Evaluation
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•
•
•
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Participation in contests
Attendance at events
Inventory of snack packages sold
Web site hits
Media impressions
Questions?