Since first appearing three years ago, the Minions – the cast of yellow characters from the Despicable Me film franchise – have been almost omnipresent. Ahead of the release of their own spin-off movie this summer, they have featured on the packaging of products as diverse as honey puff cereal and ice cream lollies.
Now fruit drink brand Capri-Sun has joined forces with Illumination Entertainment and Universal Pictures’ upcoming film to produce a limited edition variant and series of marketing initiatives to tie in with Minions, which will be released across Europe during June and July.
The brand will release its new BanApple flavour – a combination of bananas and apples, which it said features “a very special taste experience”. It will be available in six European markets, including Austria, Germany and Switzerland. It will also launch in Jamaica under the slightly revised name of Bapple.
The new variant will be accompanied by attractive premiums, collectible pouches and a visually outstanding in-store presence in order to build excitement during the run-up to the film’s release. Capri-Sun will fill 15m packs with collectible gifts including funny straws and refrigerator magnets. It will also use point-of-sale materials to catch shoppers’ attentions and boost impulse purchases. The campaign is rounded out by sweepstakes, with prizes that include family trips to various filming locations for the new movie in London and New York.
An accompanying marketing campaign will involved advertising on television and in movie theatres in 11 different countries. There will also be print, radio, online and PR activity designed to reach millions of consumers worldwide.
Capri-Sun managing director Peter Böck said: “We’re immensely proud of this global campaign. It leaves absolutely no doubt that Capri-Sun knows what its fans want, and it has enormous potential for driving sales.”
© FoodBev Media Ltd 2019
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