REFORMULATION is at the heart of the latest marketing campaign for Capri-Sun.
Coca-Cola European Partners (CCEP) is investing in a nationwide Capri-Sun advertising campaign to highlight the brand’s new sugar content.
Capri-Sun drink now contains 50% less sugar following a recipe update in March, and the brand is keen to raise awareness of the change among consumers.
The move will see them try to appeal to both parents and members of the ‘millennial’ generation who are increasingly concerned about the health risks from sugar.
The content-driven campaign will be run across TV platforms as well Facebook and streaming channels, which CCEP predicts will reach in excess of six million adult consumers.
Simon Harrison, GB customer marketing director at Coca-Cola European Partners, said: “The new advert uses our Capri-Sun brand mascot to communicate our 50% less sugar message in a fun and engaging way.
“We recommend that retailers get stocked up to capitalise upon the demand these campaigns will drive.”