Home Adult entertainment Capri Sun uses sultry adult romance venue for low-sugar drink masquerades

Capri Sun uses sultry adult romance venue for low-sugar drink masquerades

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With ‘Juicio’, Goodby Silverstein & Partners’ sassy campaign deliberately alienating children using romance

Capri Sun uses sultry adult romance venue for low-sugar drink masquerades

Capri Sun, the iconic brand that kids and families have loved for generations, recently reduced total and added sugars by an average of 40% across its original line of juice drinks, while delivering the right taste that kids love.

Inspired by the idea that parents will love a healthier option while kids will only care about the delicious taste they know and love, Capri Sun hides low sugar news in an all new campaign called “Your Kids will never know.” In collaboration with Goodby Silverstein & Partners and led by The Giraffe Sisters via RESIDENCE, the cheeky and tongue-in-cheek campaign breaks the news to parents through a fake adult romance novel. Leveraging romance, the ultimate kids’ cringe, the campaign aims to deliberately alienate children – because not only do kids not have to know the low-sugar news, but the good taste of Capri Sun they love, they’ll never need to know.

The campaign features ‘Juicio’, its own pseudo-protagonist, with flowing hair, an open shirt, ridiculously tight pants and everything the kids need to turn away, just in time for the low-grade message. sugar reaches the purchasing parent. The campaign is brought to life through online videos, social media via popular BookTok accounts and delves deeper into the campaign via a seductive audiobook filled with passion, suspense and almost half the sugar, ensuring that listeners will be on the edge of their seat wondering, “Will his children ever find out?

“Your Kids Will Never Know” represents another chapter of creativity and innovation in the Kraft Heinz brand portfolio and follows the recent launch of Break Free TV, a five-part mini-show designed to deliver a dose of entertainment from the sip size to children. that champions better breaks, also created in partnership with Goodby Silverstein & Partners.

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Customer

Vice President of Marketing for North America and Head of The Kitchen: Jessica Vultaggio

Vice President North America, Brand Communications: Nina Patel

Associate Director, Brand Communications: Samantha Mills

Brand manager, brand communication: Erin Fitzgerald

Manager, US PR and Media Relations: Kate Kitchell

Agency
Creative

Co-chair: jeff goodbye

Chief Creative Officer: Margaret Johnson

Creative Director: Tony O’Neill

Creative Director: Rony Beaver

Artistic director: Fabio Santoro

Editor: Pedro Furtado

Artistic director: Angela Dai

Editor: Sam Carlson

Editor: Alexis Wilkinson

Designate: Tana Cieciora

Designate: John Vernizzi

Production

Production director : jim haight

Executive producer: Stephanie De Natale

Main producer: Lorraine Schreyer

Account Services

Managing Partner: Brian McPherson

Group Account Manager: Becca Morris

Account director : Callen Gustafson

Account Manager: Carmen Guan

Assistant Account Manager: Adrianne Medina

Brand and communication strategy

Partner, Head of Brand Strategy: bonnie wan

Partner, responsible for communication strategy: Christine Chen

Deputy Director of Brand Strategy: Kelly Evans-Pfeifer

Communications Strategy Director: Drew Forrest

Brand Strategist: Kelly Kikuchi

Business Affairs

Director of Commercial Affairs: Judy Ybarra

Commercial Affairs Manager: Yelena Kompaneyets

Traffic

Broadcast Traffic Director: Ruchele Eisenman

Broadcast Traffic Manager: Rowena Cuejilo

Finance

Head of Financial Operations: Sean Hay

Accounts Receivable: Alan Chunlun Su

Production company
GS&P FILMS DIRECTORS IN RESIDENCE PROGRAM

Executive producer: JP Patterson

Directors: The Giraffe Sisters

Editorial, mixing, sound design and music

E-LEVEL: GS&P

Editor: Graham Willcox

Deputy Editor: Liz Norris

Editor: David Becker

Deputy Editor: Steven Castro

Post-producer: Sumita Rattu

Movement Artist: Michael Landry

Movement Artist: Nick Bizzack

Movement Artist: Chad Ford

Sound Engineer/Composer: David Michel Ruddy

Sound Engineer/Composer: Nic Demattéo

Genres: People, The comedy

Categories: Soft drink, Juice

Goodbye Silverstein & Partners, Tue 20 Sep 2022 15:48:39 GMT