New Capri-Sun campaign highlights brand’s #nofilter properties
Coca-Cola European Partners (CCEP) has unveiled a new advertising campaign for Capri-Sun original to highlight that the brand contains no preservatives, colours or artificial sweeteners, making it a great-tasting option for parents buying a juice drink for the whole family. The campaign follows Capri-Sun original’s 50% reduction in sugar, which took place in 2018.
The new advert sees the return of the brand mascot ‘Sunny’ posing for selfies and switching between different filters. The campaign plays on the popular consumer trend of hash-tagging ‘No Filter’ to show that a selfie is good enough without the need for editing, just as Capri-Sun original tastes and looks great without any added sweeteners, colours or preservatives.
The new advertising campaign is part of an integrated campaign to help retailers increase sales of the much-loved brand, which is the largest kids juice drink in the UK, 48.1% bigger than the nearest branded competitor.
Simon Harrison, vice president, commercial development at Coca-Cola European Partners GB, said: “We know that parents are increasingly scrutinising the food and drink choices they make for their families and are choosing products that are perceived to be more natural. The new TV advert highlights that Capri-Sun original is ‘filter free’ and contains no artificial sweeteners, colours or preservatives whilst maintaining the fun and light-hearted nature that the brand is famous for.
“With more than 1.2million people tagging #nofilter in 2015, and this number increasing year on year, the campaign is set to resonate with consumers, young and old.”