Capri-Sun fuels shoppers' imagination in 2012 with new flavour, 4music sponsorship and on-pack promotion launch
Monday, January 16, 2012
To kick off the New Year, Capri-Sun, the number one lunchbox juice drink brand[1], distributed by Coca-Cola Enterprises Ltd (CCE), is extending its appeal into the 'exotic' flavours sector with the introduction of new Capri-Sun Mango this month.
Exotic is the third most popular flavour within the Juice & Juice Drinks sector[2], behind Apple and Orange and Mango is the number one exotic flavour[3] and is driving this growth. New Capri-Sun Mango available in 200ml 10-pack and 200ml 49p PMP[4] single packs is set to maximise the new year 'back to school' retail opportunity and offer shoppers increased choice and recruit news users into the sector. The brand also continues to stay relevant to Mums as the family gate-keeper with its clear and bright 'nothing artificial at all' on-pack messaging.
The brand will also be focusing on driving awareness of its 330ml packs with teens during 2012 as part of a £3million marketing investment programme. Capri-Sun 330ml has a strong resonance with teens aged 14-18. To support this, starting from April and running throughout 2012, Capri-Sun is sponsoring satellite TV channel 4Music. The TV sponsorship will include 30 second and 10 second promotional ads to support Capri-Sun 330ml calendar activity, and brand activation on 4Music Radio and 4Music's microsite.
The 4Music sponsorship programme will support the launch of Capri-Sun's new exciting on-pack promotion this April on Capri-Sun 330ml Orange, Apple & Blackcurrant, Orange & Tropical single packs. Consumers will have the chance to win one of 5000 'Audiobot' Speakers[5]. This must-have gadget is a mini robot shaped rechargeable USB speaker, which can be plugged into any MP3 or mobile device for portable sound. Plus in association with 4Music five pairs of VIP tickets to V Festival.
Shoppers will simply enter the unique code via text to receive a text back from Capri-Sun to confirm if they have won. Each Audiobot will be branded with a logo on the back of its head and a striking Capri-Sun orange and blue striped beanie hat.
Bruce Scott, Cross-Franchise Brands Senior Manager at Coca-Cola Enterprises Ltd comments:
"The Capri-Sun brand continues to perform extremely well and is worth £85m[6]. It's trusted by mums and loved by all ages and is currently growing ahead of both the Lunchbox and Juice Drinks sectors[7].
The launch of Capri-Sun Mango offers an additional incentive to purchase for parents looking to give their children a great tasting and popular flavoured mango juice drink, whilst being confident in the knowledge there are no artificial ingredients or preservatives. The new flavour offers a strong proposition and will help grow retailer sales and drive sector growth.
"Capri-Sun's 330ml ever increasing success is evident with a strong appeal across teens and young adults. The 4Music sponsorship and Audiobot on-pack promotion, which has great shelf stand-out and offers a great incentive to purchase, will also help us to expand consumption opportunities with a mainstream teen audience ensuring that the brand relevance extends beyond the core lunchbox occasion. The activity is part of a £3 million investment programme, and awareness with existing and new shoppers will be high, so retailers should stock up to capatalise on the sales opportunity."
For stockist enquiries, retailers should contact 0845 722 7222.
For further information please contact Nicki at Mercieca PR on 020 7485 0100 or email cocacolaenterprises@mercieca.co.uk
[1] AC Nielsen Total Coverage MAT to 10th Sept 2011
[2] Nielsen MAT o w/e 4th Dec 2010
[3] Nielsen MAT w/e 4th Dec 2010
[4] Capri-Sun Mango 200 ml 49p single pack is exclusively for independents
[5] Terms & Conditions: The Promotion is open to residents of Great Britain aged 16 and over only and runs from 11am 01/04/2012 to midnight 31/07/2012. Full terms and conditions contact the Freephone Consumer Help Line on 0800 3890050. Promoter: Coca-Cola Enterprises, Charter Place, Uxbridge, Middlesex UB8 1EX.
[6] Nielsen Value Sales Total Coverage MAT to 10th Sept 2011
[7] Nielsen Value Sales Total Coverage MAT to 10th Sept 2011
[8] Nielsen Value Sales Total Coverage MAT to 10th Sept 2011
[9] 200 ml 49p is exclusively for independents
[10] Nielsen Total Coverage to 01.10.11
Notes to editors
- Capri-Sun is a registered trade mark of WILD, Heidelberg, Germany
- Capri-Sun is worth £85m and is the No. 1 Lunchbox Juice Drink and is outgrowing both Lunchbox and Juice Drinks (+2.9%)[8]
- 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.
- The Capri-Sun Range includes:
- 200ml Orange 100% Juice
- 200ml Apple 100% Juice
- 200ml Summer Fruits 100% Juice
- 200ml Orange 5 x 200ml and 10 x 200ml multi pack
- 200ml Summer Berries and 10 x 200ml multi pack
- 200ml Tropical 5 x 200ml and 10 x 200ml multi pack
- 200ml Blackcurrant 5 x 200ml and 10 x 200ml multi pack
- 200ml Champions 5 x 200ml and 10 x 200ml multi pack
- 200ml Apple and 10 x 200ml multi pack
- 200ml Mango 10 x 200ml and 200ml 49p PMP[9] single packs
- 330ml Capri-Sun Orange and 15 x 330ml multi pack
- 330ml Capri-Sun Apple & Blackcurrant and 15 x 330ml multi pack
- 330ml Orange & Tropical and 15 x 330ml multi pack
- Capri-Sun H20+ Blackcurrant flavor and Capri-Sun H20+ Apple flavour. A still spring water flavoured drink made with 97% Still Spring Water + Sugar + Natural Flavours, Available in 330ml resealable pouch.
- 330ml Orchard Fruits Fruit Rush school range
- 330ml Tropical Fruit Rush school range
