Capri-Sun is launching a new 330ml Mango Passionfruit variant and a modern new pack design to attract more young adults to the brand.
Capri-Sun is also encouraging consumers to ‘Squeeze the Day’ with an on-pack promotion where they submit their own bucket list entry on a dedicated website.
Entrants are then required to share their entries on social media to gather votes – with those with the highest number being in with a chance of winning a prize worth £2,000, with nine others winning a prize worth £100 each. A panel will pick the winners and all the prizes will relate to their dream bucket list adventures.
The promotion follows a successful ‘Squeeze the Day’ campaign in 2015 and will run from May 1 to the end of August 2016.
Capri-Sun will be the official drink partner of The Color Run this summer - a series of 5k runs with more than 3 million participants. The brand will have a stand at all six events across the UK including sampling with participants.
CCE operational marketing director Caroline Cater said: “We’re investing in making the Capri-Sun brand even more appealing to young adult consumers, which will in turn help our customers to make the most of the huge opportunity in juice drinks. The Squeeze the Day promotion performed very well for us in 2015 and is being supported with a targeted advertising campaign this year to help build on that success.
“We’re confident that the new mango and passion fruit flavour will appeal to this demographic, whilst the brand’s whole profile will be raised by having such a prominent presence at The Color Run this summer – an extremely popular series of events. We’re committed to supporting our customers to make the most of their soft drinks sales and this programme of investment is sure to do that for the Capri-Sun brand.”