Kraft Foods announced that it changed the design of the Capri Sun drinks pouch, now called the Big Pouch, with a new shape and recloseable cap.
The official Facebook page for Capri Sun even features a stop-motion video capturing the metamorphosis of the original foil pouch to the larger, redesigned 11.2-ounce version, found at https://www.facebook.com/CapriSunGoesBig. The Capri Sun Big Pouches, according to the press release, will be available in three flavors: Fruit Punch, Maui Cooler and Strawberry Kiwi.
The video featured a classic Capri Sun pouch, as viewed below, sitting on a shelf in a refrigerator and slowly morphing into a dark-shaped monstrous form, before it finally shapes itself into the Big Pouch version. The idea for the online campaign, according to the press release, came from a partnership between Capri Sun and social engagement agency SS+K.
Over several weeks, the Capri Sun Goes Big Facebook page urged readers to speculate over the size and shape of the Big Pouch, leading up to its launch, as well as releasing Capri Sun pouches in the shape of hot-air balloons, elephants, and skateboard ramps, the press release from Kraft Foods said Thursday.
The campaign, in the past three weeks, generated more than 48,000 new likes for the Facebook page, according to the press release, with an average of about 2,500 per day. The product itself became available in stores across the country earlier this week.
"This is a significant milestone for Capri Sun. For the first time, our intended consumer may be old enough to engage with us through social platforms like Facebook," Wilfred de Guzman, Brand Manager (aka "Pouch Master") for Capri Sun, stated for the press release. "Capturing the attention of 13-to-15-year-olds isn't easy; we knew we needed to build an experience for them that was deserving of their attention and passion for the product."
The press release stated that the Big Pouches would only be available for a limited time and at the suggested retail price of 79 cents in grocery stores, supermarkets, and retailers across the country.
