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Capri-Sun, the famous mini-format flat fruit drink, announces the launch of the paper straw for its iconic pouch !
Context
How to highlight the brand’s key messages in terms of vision, position and R&D developments, along with proof points aligned with their commitment to recycling and respect for the environment?
Issue
> Introduce Capri-Sun as the most all-natural and sustainable kids drink in the world.
> Change the habits of their consumers by reducing the presence of Capri-Sun pouches on the ground.
Objectives
> Generate awareness about Capri-Sun’s new paper straw for the brand’s iconic pouch.
> Create a "reflex" to use the bin in a fun way to limit waste on the ground.
Actions
1
PR campaign including Q&A support, thought leadership with 1-to-1 ITWs, wide distribution towards trade / corpsumer / corporate-business sections
2
A global influencer campaign under the umbrella #LaissePasTrainerTaPoche including leaflet design, dedicated soundtrack and GIF creation, partnerships with influencers to help secure driven contents and viralize our speaking opp, unpaid special deliveries…
Results
1
40 clippings & a global reach of 19,7 M contacts.
2
42 social media contents with a global reach of 3,7M contacts.