TARRYTOWN, N.Y., May 24, 2012 /PRNewswire/ -- Kraft Foods
just launched the new Capri Sun juice drink Big Pouch with
an over-the-top Facebook page featuring an attention-grabbing
stop-motion monster video.
(Photo: http://photos.prnewswire.com/prnh/20120524/CG13346)
(Logo: http://photos.prnewswire.com/prnh/20090420/KRAFTLOGO)
For years, Capri Sun juice drink fans have asked for a
larger version of the classic childhood drink. The new Capri
Sun Big Pouch is a bigger, redesigned version of the original
foil pouch, now with 11.2 ounces, a sleek new shape and a
recloseable cap.
"This is a significant milestone for Capri Sun. For
the first time, our intended consumer may be old enough to engage
with us through social platforms like Facebook," said Wilfred de Guzman, Brand Manager (aka "Pouch
Master") for Capri Sun. "Capturing the attention of
13-to-15-year-olds isn't easy; we knew we needed to build an
experience for them that was deserving of their attention and
passion for the product."
In partnership with social engagement agency SS+K, the online
campaign focuses on a video posted to the "Capri Sun Goes
Big" Facebook page. The video features a classic Capri Sun
pouch going through an unusual transformation. Left
unattended in the fridge, the pouch twists and morphs in
stop-motion, becoming something big, intense … and a little bit
monstrous.
Leading up to the launch, the Capri Sun Goes Big Facebook
page stoked enthusiastic speculation on the size of the Big Pouch.
Over the course of several weeks, the team used fun photos of
Capri Sun pouches the size of hot-air balloons, elephants
and skateboard ramps. A pouch-shaped graphic fills up as the launch
date nears, teasing the reveal of a pouch that's new, bigger and
more exciting than ever.
So far, in the last three weeks, the page has generated more
than 48,000 new likes, with an average of 2,500 a day, even though
the product has only been in stores for the last few days.
The new Capri Sun Big Pouch is sold individually and
comes in three great flavors – Fruit Punch, Maui Cooler and
Strawberry Kiwi. It can be found on displays in select U.S.
supermarkets at the suggested retail price of 79 cents per pouch and will be available for a
limited time.
About Kraft Foods
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with
an unrivaled portfolio of brands people love. Proudly marketing
delicious biscuits, confectionery, beverages, cheese, grocery
products and convenient meals in approximately 170 countries, Kraft
Foods had 2011 revenue of $54.4
billion. Twelve of the company's iconic brands –
Cadbury, Jacobs, Kraft, LU, Maxwell
House, Milka, Nabisco, Oreo,
Oscar Mayer, Philadelphia, Tang and
Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to
divide and create two independent public companies: a high-growth
global snacks business and a high-margin North American grocery
business. The transaction is expected to be completed before the
end of 2012. A leader in innovation, marketing, health &
wellness and sustainability, Kraft Foods is a member of the Dow
Jones Industrial Average, Standard & Poor's 500, Dow Jones
Sustainability Index and Ethibel Sustainability Index. Visit
www.kraftfoodscompany.com and
www.facebook.com/kraftfoodscorporate.
– make today delicious –
SOURCE Kraft Foods