Capri Sun Uses Sultry Adult-Romance Spot to Masquerade Low Sugar Drink

Capri Sun, the iconic brand kids and families have loved for generations, recently reduced the total and added sugars across its entire original juice drink portfolio by an average of 40%, while still delivering the great taste kids love. 

Inspired by the idea that parents will love a healthier option while kids will care only about the delicious taste they know and love, Capri Sun is masquerading the lower sugar news in a brand new campaign titled “Your Kids Will Never Know.” In collaboration with Goodby Silverstein & Partners and directed by The Giraffe Sisters via RESIDENCE, the saucy, tongue in cheek campaign touts the news to parents through a faux adult-romance novel. Leveraging romance, the ultimate cringe for kids, the campaign aims to purposely alienate kids - because not only do kids not have to know about the lower sugar news, with the great Capri Sun taste they love, they’ll never need to know.  

The campaign stars ‘Juicio,’ its very own pseudo protagonist, complete with flowing hair, an open shirt, ridiculously tight pants and everything needed for kids to turn away, just in time for the lower sugar message to reach the parent purchaser. The campaign comes to life across online videos, social media via popular BookTok accounts and dives deeper into the campaign via a seductive audiobook that’s filled with passion, suspense, and nearly half the sugar, ensuring listeners will be on the edge of their seats wondering, “Will her kids ever find out?” 

'Your Kids Will Never Know' represents another chapter of creativity and innovation from the Kraft Heinz portfolio of brands and follows the recent launch of Break Free TV,  a five-part mini-show designed to provide a sip-sized dose of entertainment for kids that champions better breaks, which was also created in partnership with Goodby Silverstein & Partners.