Capri-Sun picks up on the contrasting lifestyles of young adults
With a Europe-wide campaign, Capri-Sun is positioning its 330-milliliter size as the go-to drink for Gen Z. The social-first campaign focuses on authentic everyday scenes that balance responsibility and spontaneity.
Capri-Sun is targeting Generation Z with a new campaign. The focus is on the 330ml format of the drink, which is now being charged with a new brand promise: Instead of exclusively evoking childhood memories, the brand is to be anchored in the reality of young adults' lives.
The campaign picks up on contrasts that, according to Capri-Sun, characterize the everyday life of Gen Z - between pressure to perform and self-realization, between responsibility and light-heartedness. The resealable drinking bag becomes a symbol for a small, carefree break in the transition to adulthood.
Typical everyday situations from the lives of young people are shown - whether in the office, at a festival or before going out. "Our 330ml campaign expresses exactly what moves Gen Z: the feeling of having to grow up, but not quite being ready for it yet," explains Renee Oostdam, Head of Global Innovation at Capri-Sun.
To reach Gen Z where they are, Capri-Sun is taking a social-first approach and playing out the campaign on channels such as Instagram and TikTok, supplemented by classic and digital out-of-home measures. In terms of content, the campaign focuses on authenticity and closeness to the target group - with a tongue-in-cheek look at growing up.
