Beverage Industry

Capri Sun goes big

July 18, 2012

 Kraft Foods Inc. answered consumers’ requests for a larger version of its Capri Sun juice drinks with the launch of 11.2-ounce resealable Capri Sun Big Pouches. Available in Fruit Punch, Maui Cooler and Strawberry Kiwi varieties, the new pouches will be merchandised on displays in select U.S. supermarkets for a limited time. Supplementing the new format, the brand partnered with social engagement agency SS+K to kick off a Facebook campaign aimed at teenagers between the ages of 13 and 15. The “Capri Sun Goes Big” campaign features a video of a Capri Sun pouch undergoing a monstrous transformation. In its first three weeks, the page generated more than 48,000 “likes.”