Capri Sun created a fake adult romance to get a low sugar message to parents

Latest campaign from Goodby Silverstein & Partners is aimed at bypassing kids

Published On
Sep 26, 2022

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How does a kid-centric product get a message across to parents and bypass its core audience at the same time? Capri Sun is having a try, by hiding it something that all kids hate: cringeworthy romance.

The Kraft Heinz brand recently reduced the total and added sugars across its entire original juice drink portfolio by an average of 40%. But it wants to promote that fact to parents, rather than freaking out their kids. So, in a campaign by Goodby Silverstein & Partners, it created an "ad" for a cheesy adult romance novel, starring a character called "Juicio" (think Fabio, from the 2010s Old Spice campaign). He's designed to get kids scrolling away, but parents taking a closer look, before he delivers his message about Capri Sun reducing its sugar. The video ends with the message "your kids will never know."

A spot directed by the Giraffe Sisters is running on social media platforms including on key "BookTok" accounts, and the campaign also includes an actual audiobook, available on Audible, Spotify and Apple. The minute long chapters tell the story of "a sweet mother" named Melissa and the man "who shares with her a scandalous secret that her kids can never discover."

Capri Sun is not the first brand to go down the adult romance route: KFC did it in 2017 with a campaign in which Colonel Sanders played the starring role in a bodice ripper.

But the campaign fits with the brand's history of finding ways to target both kids and their parents; a 2020 campaign by Mischief pranked kids by giving them pouches of water, instead of Capri Sun.



Sep 26, 2022
Client :
Capri Sun
Agency :
Goodby Silverstein & Partners
VP of Marketing & Head of the Kitchen :
Jessica Vultaggio
VP Brand Comms :
Nina Patel
Associate Director Brand Communications :
Samantha Mills
Brand Manager Brand Communications :
Erin Fitzgerald
Manager PR & Media Relations :
Kate Kitchell
Co-Chairman :
Jeff Goodby
Chief Creative Officer :
Margaret Johnson
Creative Director :
Tony O'Neill
Creative Director :
Rony Castor
Art Director :
Fabio Santoro
Copywriter :
Pedro Furtado
Art Director :
Angela Dai
Copywriter :
Sam Carlson
Copywriter :
Alexis Wilkinson
Designer :
Tana Cieciora
Designer :
Johann Vernizzi
Director of Production :
Jim Haight
Executive Producer :
Stephanie DeNatale
Senior Producer :
Lorraine Schreyer
Managing Partner :
Brian McPherson
Group Account Director :
Becca Morris
Account Director :
Callen Gustafson
Account Manager :
Carmen Guan
Assistant Account Manager :
Adrianne Medina
Partner Head of Brand Strategy :
Bonnie Wan
Partner Head of Communication Strategy :
Christine Chen
Deputy Director of Brand Strategy :
Kelly Evans-Pfeifer
Communication Strategy Director :
Drew Forrest
Brand Strategist :
Kelly Kikuchi
Director of Business Affairs :
Judy Ybarra
Business Affairs Manager :
Yelena Kompaneyets
Broadcast Traffic Director :
Ruchele Eisenman
Broadcast Traffic Manager :
Rowena Cuejilo
Finance Operations Manager :
Sean Hay
Client Accountant :
Alan Chunlun Su
Executive Producer :
JP Patterson
Director :
The Giraffe Sisters
Editor :
Graham Wilcox
Assistant Editor :
Liz Norris
Editor :
David Becker
Assistant Editor :
Steven Castro
Post Producer :
Sumita Rattu
Motion Artist :
Mike Landry
Motion Artist :
Nick Bizzack
Motion Artist :
Chad Ford
Audio Engineer/Composer :
David Michel-Ruddy
Audio Engineer/Composer :
Nic Dematteo
Media Agency :
Starcom US
EVP Director :
Chris Harder
PR :
Britta Petersen
Michael Epstein
Director :
Alyssa Kelly
Associate Director :
Maddie Franke
Supervisor :
Jennie Hubbard
Senior Associate :
Diana DeLeon
Director :
Liz Reed
Associate Director :
Colleen Chuipek
Supervisor :
Brian Hawking
Senior Associate :
Coco Reardon
Associate Director :
Colleen Finnigan
Supervisor :
Lauren Rooney

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