Coca-Cola European Partners (CCEP) has unveiled a new Capri-Sun advertising campaign designed to raise awareness of the brand’s original sku, which now contains 50% less sugar.

Social media activity will run alongside Capri-Sun’s new advertising creative, designed to support the 330ml variant which is predominately consumed by adults.

The lower-sugar original variant joined Capri-Sun No-Added-Sugar and Capri-Sun Fruity Water in March, offering consumers clear choice across the brand’s product portfolio.

The new advertising campaign runs from now until the end of 2018, across TV, digital and PR.

Simon Harrison, customer marketing director GB at CCEP, said: “The new advert uses our Capri-Sun brand mascot to communicate our 50% less sugar message in a fun and engaging way. The creative has researched well in GB, performing strongly with both current and lapsed users, increasing their likelihood to purchase.

“The partnership with Jungle Creations will build on the success of our Capri-Sun 330ml pouch, which is now the biggest IC Orange Juice Drink in the market (Nielsen MAT 26/05/18), delivering a value rate of sale growth of 13.3%, despite the rest of the category being in decline (Nielsen 19.05.18). “Both campaigns will engage consumers in the brand, showcasing the choice we have to offer across the Capri-Sun portfolio to meet a variety of consumer needs and occasions. We recommend that retailers get stocked up to capitalise upon the demand these campaigns will drive.”