Best Beverage Online Video

STRATEGY & OBJECTIVE By 2008 Capri Sun’s long-standing advertising campaign had become stale and competition had grown fierce. With a price increase imminent, Capri Sun needed to enhance its perceived value with families. Knowing the price-hike would discourage moms, we needed to strengthen our relationship with their kids, ages 6-12. To create a unique, ownable campaign for the brand, we knew we needed to harness the product’s key point of differentiation: the Capri Sun pouch. EXECUTION To re-engage consumers and increase the brand’s cool-factor we dared kids to drink outside the box with our “Respect the Pouch” campaign. At the center of the campaign were eleven rebellious kids who had “disrespected” the Capri Sun pouch, causing them to transform into mutant cartoon characters based on the nature of their offense. The misfit crew, known as “The Disrespectoids”, was introduced on television, igniting a surge of kid-created copycat videos on YouTube. The highly-anticipated cartoon series, “The Disrespectoids DisAdventures,” premiered to extend the narrative around each character. The two-minute shorts were distributed on top kid sites, including Cartoon Network, Nickelodeon, Neopets and the brand’s own site, respectTHEpouch.com. RESULTS The results were overwhelming: -The series has seen 2.4 million video views and 55,000+ unpromoted YouTube video views to date (source: KraftOne) -Kids that were exposed to at least one webisode came back to watch 8 more on average on respectthepouch.com (source: RazorFish) -Once cartoons were pushed live, saw a 25% jump in return visitors (Source: Razorfish) -On CN.com kids are choosing to watch the Disrespectoids cartoons over content supplied by CN, causing The Disrespectoids to become the most successful campaign ever run on CartoonNetwork.com (Source: Cartoon Network) -But most importantly, the series contributed to sales! Capri Sun’s share of market grew by 2 points, causing the brand to become responsible for over half of share of market for the kids beverage category (Source: Nielsen) Clearly, the campaign not only solidified Capri Sun’s cool-factor, but it actually permeated kid culture quickly emerging as one of the most beloved kids brands.

Contributors:

Senior Brand Manager:	Vinay Sharma
Associate Brand Manager:	Nicole Rivera
President:	Doug Scott
Senior Content Manager:	Kate Oppenheim
Senior Content Manager:	Rachel Meritt
Creative Director:	Debbie Kasher
Art Director:	Arturo Gigante
Director Client Services:	Matt Dowshen
Executive Marketing Director:	Christopher Reintz
Project Manager:	Megan Kendrick

OGILVYENTERTAINMENT

Location: USA