Capri Sun going clear to reassure buyers

Natalie Zmuda
ADVERTISING AGE

Published: April 9, 2014 2:00 pm ET
Updated: April 9, 2014 2:08 pm ET

Image By: Kraft Foods Kraft's Capri Sun juice packaging will begin featuring a clear panel to allow buyers to see the juice inside.

Related to this story

Topics Packaging, Film & Sheet, Beverage (juice, shelf stable)

Capri Sun is embracing transparency — literally and figuratively.

The kid’s beverage brand has been suffering from awareness issues and a lack of differentiation, with one exception: a smattering of national news stories about mold occasionally found in its drinks. In response, Capri Sun is introducing a new campaign and a clear-bottomed package that allows consumers to get a good view of what’s inside.

Greg Guidotti, senior director of ready-to-drink beverages at Capri Sun marketer Kraft Foods, said its research found 14 percent of moms are aware that common food mold has been found from time to time in the brand’s pouches. But while that seems like a small number, the conversation around the incidents has changed dramatically in recent years. “The level to which things are accentuated in social media, it really changed the way we wanted to engage with moms,” Guidotti said. “We’ve spent a lot of time speaking to the consumer-response groups. We want to offer empathy and offer it with transparency.”

The clear-panel packaging was a year in development and will be available nationally this month. But it’s also a springboard for a broader brand rethink. A new ad carries the line, “See the goodness before it’s gulped.”

Engineers first tried replacing the back panel of the pouch with a transparent material, but ran into manufacturing problems, the company said. Capri Sun ultimately settled on replacing the bottom panel of the pouch with a transparent nylon material. The 2-ply laminate uses the same inner material as the existing foil laminate, with a durable and transparent outer layer.

The mold problem also presented Capri Sun with an opportunity. The growth occurred because Capri Sun has no preservatives — but the brand’s lack of artificial preservatives, colors and flavors was also an overlooked selling point. The brand has been free of those things for decades, but 70 percent of consumers are unaware of that fact, which Kraft sees as a big miss.

“The amplification of mold [issues] initiated some of our thinking, but as we did our deep dive, we saw a much broader trend around health and wellness,” said Guidotti.

Capri Sun has devoted millions to the development of the clear panel and will be pouring $45 million into marketing this year. That’s a big jump for a brand that spent $20 million on measured media in 2013, according to Kantar Media.

Saatchi & Saatchi and Razorfish are handling marketing efforts.

Guidotti expects the investment will pay off, citing a goal of adding 2 million customers to the franchise, which today stands at about 10 million. “It’s a material investment for Kraft,” said Guidotti, who characterized Capri Sun as a “tentpole” brand for the company. Capri Sun recorded $713 million in sales in 2013, down 8 percent from the year prior, according to IRI.


Comments

Capri Sun going clear to reassure buyers

Natalie Zmuda
ADVERTISING AGE

Published: April 9, 2014 2:00 pm ET
Updated: April 9, 2014 2:08 pm ET

Post Your Comments


Back to story


More stories

Image

Flexible film waste-to-oil pilot project continuing in California

August 19, 2014 3:19 pm ET

A recent decision to discontinue operations at a plastics waste-to-oil site in Portland, Ore., is not impacting a pilot program aimed at hard-to-...    More

Image

Prolamina adds pouching machine

August 19, 2014 10:53 am ET

Flexible packaging company Prolamina Corp. has a new pouching machine in its manufacturing arsenal.    More

Image

Cardia Bioplastics opening bag manufacturing plant in Brazil

August 19, 2014 9:31 am ET

Australia's Cardia Bioplastics Ltd. says the high demand for environmentally friendly bags has prompted it to set up a film and bag plant in São...    More

Image

Mauser opening joint venture in Mexico

August 18, 2014 1:27 pm ET

Mauser USA is teaming with Servicios Ambeintales Internacionales to open a new intermediate bulk container joint venture in Mexico that will include...    More

Image

Sustainability report shows impact of lightweighting at Dr Pepper

August 15, 2014 12:50 pm ET

There's no period in Dr Pepper and now there's less and less resin in the PET bottles that the beverage maker produces.    More

Market Reports

Thermoformed Packaging 2014 Market Review & Outlook – North America

This in-depth report analyzes economic and market trends, legislative/regulatory activity impacting supply and demand, business opportunities and threats, materials pricing, manufacturing technology, as well as growth strategies being implemented by thermoformed packaging companies.

Learn more

Pipe, Profile & Tubing Extrusion in North America 2014

U.S. demand for extruded plastics is expected to grow by 3 percent in 2014, with PVC remaining the largest segment.

Plastic pipe will post the strongest gains through 2018, continuing to take market share from competing materials in a range of markets.

Our latest market report provides in-depth analysis of current trends and their financial impact on the pipe, profile and tubing extrusion industry in North America.

Learn more

2014 Injection Molding Industry Report

GROWTH, OPPORTUNITY IN SIGHT FOR INJECTION MOLDERS IN 2014

In the wake of the economic turbulence earlier in this decade, molders today find themselves in much better shape. Molders are gaining a competitive advantage by investing in people, equipment and seeking inroads into new markets on a global scale.

Growth in the injection molding industry is going to be driven by low financing costs and a continued move to reshore some business.

Learn more

Upcoming Plastics News Events

September 10, 2014 - September 12, 2014Plastics Caps & Closures 2014

January 14, 2015 - January 14, 2015Plastics in Automotive

February 4, 2015 - February 6, 2015Plastics News Executive Forum 2015

More Events