Creative agency Mischief @ No Fixed Address has put together a clever new campaign for juice punch brand Capri Sun that aims to donate 5 million sealed packets of filtered water to Illinois schools in response to social distancing policies that don’t allow the use of water fountains.
The “We’re Sorry It’s Not Juice” creative work is a funny digital, social and print campaign that includes a series of funny films using kids as part of the classic blind taste test. They eagerly take the familiar-looking pouch expecting it to be Capri Sun, but, it’s not. Their reactions are quite comical – as kids being honest often are.
The films were directed by Marian Mathias on a virtual set with 12 children and a moderator. Check ’em out:
“There are few times in the life of a brand that provide an opportunity to go beyond a pack and a product and make it a part of people’s lives by genuinely making them better,” said Vikramjeet Singh, VP marketing, strategy and development at Kraft Heinz, Capri Sun’s North American distributor.
With water fountains across Chicagoland schools off-limits, we’re giving students Capri Sun We’re Sorry It’s Not Juice…
“Back-to-school is always an anxious time for parents,” said Singh. “Add to it the stress of sending kids to school after months of being at home in the middle of a pandemic, and that anxiety multiplies. With school fountains closed, how kids get quality water was one of many worries.”
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