Coca-Cola Enterprises will invest in its Capri-Sun juice brand this summer to encourage more young adults to buy into the brand.
It will encourage consumers to “Squeeze the Day” with an on-pack promotion where they submit their suggestion for an activity they’d most like to do, and in return be in with a chance of winning a prize related to their “dream bucket list adventure” worth up to £2,000.
Capri-Sun will also launch a new 330ml mango passionfruit variant and a modern new design to attract more young adults to the brand.
The promotion follows a successful Squeeze the Day campaign in 2015 and will run from 1 May to the end of August.
Caroline Cater, operational marketing director for Coca-Cola Enterprises, said: “We’re investing in making the Capri-Sun brand even more appealing to young adult consumers, which will in turn help our customers to make the most of the huge opportunity in juice drinks. The Squeeze the Day promotion performed very well for us in 2015 and is being supported with a targeted advertising campaign this year to help build on that success.”
Capri-Sun will also be the official drinks partner of The Color Run, a 5,000km run with more than 3 million participants. The brand will have a stand at all six events across the UK including sampling with participants, and will have a presence in the event’s marketing materials, it said.
Cater continued: “We’re confident that the new mango and passion fruit flavour will appeal to this demographic, whilst the brand’s whole profile will be raised by having such a prominent presence at The Color Run this summer – an extremely popular series of events. We’re committed to supporting our customers to make the most of their soft drinks sales and this programme of investment is sure to do that for the Capri-Sun brand.”
© FoodBev Media Ltd 2020
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