Capri-Sun Captures ‘Most Wanted’ this Summer

Tuesday, July 06, 2010

Capri-Sun, the number one juice drink brand worth £85m  in Great Britain (GB), is launching two new on-pack promotions to help retailers boost sales throughout the summer and the back to school period.  The promotion theme 'Win Most Wanted' will run across take home 10 multi packs and 330ml on-the-go pouches and will offer shoppers the opportunity to win a range of fantastic prizes.

'Win Britain's Most Wanted' will run across the full range of Capri-Sun 10 multi packs from July until September offering a number of great prizes to be won including, Nintendo Wii's, trampolines and scooters. The special winning Capri-Sun pouches will wear a disguise, and include on-pack a 'you're a winner' announcement, consumers then log onto www.capri-sun.co.uk/wanted to claim their prize[2].

In addition there will also be the chance to 'Get Habbo.co.uk Hotel Gifts'. Habbo is a virtual world and online community for teens, appealing directly to Capri-Sun's target audience. One in every 10 pouches[3] will contain an on-line exclusive Habbo Avatar badge. In addition, Habbo.co.uk Hotel will also feature additional opportunities with Capri-Sun, including competitions and online activities, driving long term consumer engagement. 

'Win Most Wanted' Music Tickets will run on Capri-Sun 330ml pouches from the 1st July for four weeks. Capri-Sun has teamed up with Eventim.co.uk, a leading online ticket provider, to give shoppers the chance to win one of 500 x £80 vouchers which can be redeemed on tickets for live music concerts. The on-pack promotion will run on 330ml pouches of Capri-Sun across all flavours; Orange, Orange & Tropical and Apple & Blackcurrant and will be supported by significant outdoor investment. To enter the promotion, consumers simply enter the special code on promotional packs via text message[4]. A reply text will then be sent back immediately to confirm whether they have won, and how to claim[5].  

Caroline Philiponnet-Bethell, Cross Franchise Controller at CCE commented:

"Capri Sun's 'Win Most Wanted' on-pack promotions offer engaging prizes across both our take-home and instant consumption formats. By offering targeted prizes, which we know will appeal to our core consumer, we aim to drive consumption throughout the summer and offer retailers a chance to boost sales in the profitable back to school period. 

Capri-Sun is GB's favourite lunchbox choice[6] and there remains significant potential for growth, with sales increasing at a rate of +18.5%[7] year on year. We are confident both promotions will encourage purchase with existing and new shoppers, in particular those who are more inclined to purchase lunchbox juice and juice drinks ahead of, and during, the back to school season[8]."

For stockist enquiries, retailers should contact 08457 227222.

Notes to editors

[1] AC Nielsen Total Coverage MAT to 19/06/10 Capri-Sun is the largest juice drink brand in value and growing 18.5% yoy
[2] The promotion runs from 01/07/10 to midnight on 31/3/2011. Entrants must have parental consent if under 16 and must be 12 years or over to participate in the Habbo Hotel element of the promotion.
[3] Prizes in most packs of 10 but not guaranteed
[4] Texts will be charged at standard rate
[5] Offer closes 31/12/2010. Open to GB residents only. Age restrictions may apply. For certain concerts children may need to be accompanied by an adult.
[6]  AC Nielsen Total Coverage YTD to 12/06/10
[7] Nielsen Total Coverage MAT  to 19/06/10 Capri-Sun is largest juice drink brand in value and growing  18.5% yoy
[8] Kantar Worldpanel Take Home Panel 3 MATs (i.e. 3 years)  to 18th April 2010

For further information please contact Frankie or Carly at Mercieca PR on 020 7485 0100 or email Frankie@mercieca.co.uk

• Capri-Sun is a registered trade mark of WILD, Heidelberg, Germany
• Habbo is a registered trademark of Sulake Corporation Oy in the European Union
• Capri-Sun 100% Juice meets the Schools Food Trust standards, which allows only milk, water and pure juices to be sold in schools, and so can be enjoyed with a school meal or a packed lunch. This means that children can enjoy a great tasty refreshing drink, whilst mum is able to feel confident that she is providing a healthy treat at lunchtime.

About Coca-Cola Enterprises

• Coca-Cola Enterprises Ltd (CCE) is a UK based subsidiary of Coca-Cola Enterprises Inc, the world's largest marketer, producer and distributor of The Coca-Cola Company's (TCCC) products.
• CCE manufactures and distributes products for TCCC as well as products for other brand-owners, throughout England, Scotland and Wales, employing around 4,500 people in Great Britain across seven manufacturing sites and a number of regional offices and depots.
• CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.
• CCE manufactures and distributes the following TCCC brands: Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbeywell, glaceau, Relentless, Powerade, Oasis and 5 Alive. In addition, CCE also distributes Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.
• CCE has the largest share of soft drinks in the UK[1] with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink[2] and remains one of the most innovative brands in the world today.  
  
  [1] AC Nielsen Total Coverage to 01.05.10
  [2] AC Nielsen Total Coverage to 01.05.10