Capri Sun is filling its iconic juice pouches with filtered water to help students stay hydrated as they face an unrecognizable school return–a solution that’s sure to please parents and disappoint kids.
With water fountains closed, the brand has teamed up with school districts in its own backyard of Chicagoland and Granite City, where its factory is located, to donate around five million filtered water pouches to schools.
“We’re Sorry It’s Not Juice,” a campaign created in partnership with agency Mischief @ No Fixed Address, is part of the response to a problem millions of families across America and beyond are facing as COVID-19 continues to cause disruption this back-to-school season. It launches with this 30-second hero video capturing the confused, defeated and borderline-angry reactions of children who were told to give an honest review of Capri Sun filtered water.
Vikramjeet Singh, VP marketing, strategy and development at Capri Sun’s parent, The Kraft Heinz Company, said, “Back to school is always an anxious time for parents. Add to it the stress of sending kids to school after months of being at home, in the middle of a pandemic and that anxiety multiplies. With school fountains closed, how kids get quality water was one of many worries. Capri Sun has been loved by parents and kids alike for years, and we feel it is our responsibility to be of value in this time of need. And that’s what led to the idea of CAPRI SUN filtered water.”
Greg Hahn, co-founder and CCO at Mischief @ No Fixed Address, said: “Ever since COVID hit, there’s been a big, and I think positive, movement towards action, not ads. This is a clear example of that. But we wanted to bring it to life in a way that felt human and refreshingly honest. This project is an opportunity for Capri Sun to use what they make and their role in people’s lives to solve a really unique problem.”
Production company Imposter and New York-based director Marian Mathias pulled off this shoot on a virtual set. A total of 12 children were cast alongside a moderator, with social-distancing protocols in place, sanitation between every shot and a meticulously organized check-in and check-out system.
