Capri Sun Kids vs. Pros Playground Throwdown

2013 was a rebuilding year for Capri Sun. The challenge was to build momentum with the brand through an integrated marketing campaign that would achieve the core objec- tives of driving kids request (ages 6 to 12) and Mom Trust.

The idea had to ignite kids, drive incremental volume, increase buy rate among its core and be the most talked about kids’ promo of the year.

We invited kids to compete against their sport heroes WWE Superstar John Cena, NBA All-Star Stephen Curry, Olympic Gold Medalist Gabby Douglas and 2013 MLB MVP David Ortiz but in playground games where kids have the advantage.

Support included: 50MM packages with a call to enter the sweepstakes and a unique code to redeem the free online game. 500MM collector’s pouches. Humorous TV ads starring the pros ran on Nickelodeon, Nick Toons, Teen Nick, Cartoon network and Disney XD. Video Game and live TV event.

Kids vs. Pros succeeded in its objective on delivering kid excitement and Mom trust, and helped the brand deliver revenue growth in Q4 2014 of +11.3% vs. PY.

Role: Senior Art Director Client: Kraft Foods