Capri-Sun is aiming to spotlight fun and carefree moments in its latest integrated marketing campaign, which has a reach of over 400 million.
Created in partnership with digital marketing agency iProspect, the campaign aims to spotlight its lowest sugar product range to date and forms part of Capri-Sun’s continued investment in driving greater brand awareness, with a 60% year-on-year increase.
The campaign will run from April to September 2024, targeting families with activity across CTV, video-on-demand, YouTube, digital and social channels.
It will also be supported by out-of-home activity.
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Capri-Sun senior marketing manager Anke von Hanstein said: “Capri-Sun Zero added sugar offers a product [parents] know their kids will love, without any of the guilt or having to check the label for sugar”.
“Our new marketing campaign captures the carefree fun and great taste our Zero range offers with every sip. It also marks a significant investment in the brand, as we focus on increasing market share by driving mass awareness and trial among UK consumers.”
iProspect UK and Capri-Sun have a longstanding relationship, according to the agency’s CEO James Bailey.
He explained how their collaborations have “delivered outstanding results in the past and opened up some brilliant innovations media”.
“2024 will be the most exciting year yet. With new products, a renewed focus and some big ambitions. Watch this space,” Bailey added.
