Dive Brief: 

• Capri Sun is turning the moon into a marketing tool with the release of its Moon Punch product, the Kraft Heinz juice brand’s first glow-in-the-dark pouch, according to a press release. The release is timed ahead of the Total Lunar Eclipse. 
• Key to the effort is a tie-up with Snapchat to offer consumers a chance to unlock an exclusive first taste of the Moon Punch offering. From March 13-14, Snapchat users can open their cameras, take a photo of the moon and follow the “lunar link” for the chance to receive free product. 
• Moon Punch is rolling out nationwide and features eight collectible pouches, each designed after a different moon phase. The move comes just weeks after Capri Sun announced that it would make its juice available in single-serve bottles for the first time in 20 years. 

Dive Insight:

Capri Sun is turning to the moon for inspiration with its new Moon Punch juice pouches. The glow-in-the-dark product arrives ahead of the Total Lunar Eclipse — also known as the Blood Moon — which occurs when the Earth is fully between the sun and the moon. The effort could appeal to both the younger generation and their parents, who could be looking for a reason to get their kids outdoors more often. Children today spend less time outdoors than any other generation, according to the National Recreation and Park Association. 

From March 13-14, consumers can open their cameras on Snapchat, snap a photo of the moon and follow a link for a chance to receive a free carton of Moon Punch and a flashlight. The limited-time offering is available at Amazon, Target, Walmart and Kroger. 

The product launch from Capri Sun arrives after the brand announced in February that it would bring back its single-serve bottles to the juice brand for the first time in 20 years. The introduction of its Moon Punch pouches is intended to be both a way to engage with consumers and proof of the brand’s commitment to its punch format, per release details. 

Capri Sun joins a growing list of food and snack purveyors looking for ways to employ Snap’s advertising features to capture a bit of buzz. Last month, Mondelez’s Oreo used the platform’s Sponsored Snaps product, which allows advertisers to deliver videos directly into users’ chat inboxes, to promote its cookie collaboration with Post Malone. Prior, McDonald’s used the social media platform’s augmented reality features to promote a line of nostalgic collectors cups.

Snap’s appeal for those brands likely stems from its audience, which skews toward the younger generation. Additionally, at a time when adults and parents are wary of the negative effects social media can have on younger cohorts, Snap has marketed itself as an outlier. Snap-commissioned research conducted by the National Opinion Research Center at the University of Chicago found that teens and young adults found the platform’s direct messaging features to be a source of happiness and connection.

Snap’s revenue increased 14% year-over-year to $1.56 billion in Q4 2024, according to its latest earnings report. Its active advertisers more than doubled over the end-of-year period.