Dive Brief:
- Kraft Heinz brand Capri Sun is out with a new limited-edition product meant to mimic the look of noise-canceling headphones and a supporting campaign on social media, according to information shared with Marketing Dive.
- Each box of Kid Noise-Canceling Juice Drink is available with no purchase necessary from Aug. 28-Sept. 1 on the landing page noisecancelingjuicedrink.com. The boxes contain two juice drink packets and a $100 Taskrabbit gift card so parents can delegate odd jobs to the marketplace’s gig workers.
- Paid social media across Meta and TikTok highlights how Capri Sun can give parents a few seconds of silence while driving traffic to the landing page where a limited number of packs will be made available each day.
Dive Insight:
With 66% of parents feeling burned out, according to research cited in press materials, the Kid Noise-Canceling Juice Drink product and supporting campaign plays off the idea that each packet of Capri Sun juice drink purportedly takes approximately 50 seconds to consume, thereby giving parents a little peace and quiet.
As parents find themselves in the middle of back-to-school chaos, Capri Sun’s partnership with Taskrabbit is another way the brand is trying to give parents a break by enabling them to outsource some tasks. The activation was developed by Mischief @ No Fixed Address, with Starcom’s Publicis 57 on media, The Kitchen on social media and Zeno on public relations.
During a promotional video, parents with children approach a store worker who is showcasing boxes of the limited-edition product. Parents seem confused as he opens the packaging, showing off two packs of juice. Kids then drink the pouch as parents enjoy the quiet.
Mischief, the agency that helped develop the campaign, has worked with Capri Sun in the past, including an activation for which juice was replaced by filtered water. “We’re Sorry It’s Not Juice” came during the pandemic as students returned to the classroom. During that time, many water fountains were closed. This latest project is an evolution of its school-themed marketing with the juice brand.
“At Capri Sun, we know that back-to-school season is a hectic time and our goal through launching the Kid Noise-Canceling Juice Drink packs is to show our appreciation for parents by providing them 50 seconds of calm,” said Samantha Mills, associate director of brand communications for Capri Sun in a press statement.
The campaign is different from many of the other back-to-school campaigns hitting the market that have focused on savings amid a time of economic uncertainty. Instead, Capri Sun is putting the emphasis on giving overworked parents some peace and quiet.
