Capri Sun Looks for ‘Pouch Respect’ on Sampling Tour

Posted on by Chief Marketer Staff

Kraft Foods’ Capri Sun is capitalizing on the popularity of its “Respect the Pouch” ad campaign with a summer sampling tour of a dozen cities in 10 states and a new Web site that lets kids build pouch avatars and send Burp-O-Gram messages.

The tour, assembled and managed by Pierce Promotions, will offer activities such as a climbing wall, a games tent and a green screen that will let kids see themselves projected against various action-sports backdrops. Skateboard, BMX bike and in-line skating pros will demonstrate stunts on a “Respect the Pouch” half pipe.

And participants will get the chance to challenge each other in a roped-off Pouch Wars Arena, in a real-life version of pouch stomping contests in the current Capri Sun TV spots.

Those 15- and 30-second clips, in which a kid inflates his empty Capri Sun pouch, stomps it and suffers various dire consequences—from being turned into a fairy princess to being blown up, or stripped down to his underpants—have proven very popular on YouTube, garnering several thousand views each since first being posted in early May.

A Mom Zone tent on the tour will give parents a place to relax away from the action and will drive home the product message that the Capri Sun flavors contain 25% less sugar than other top juice drinks.

The “Respect the Pouch” sampling tour runs through Sept. 1 at Boardfest in Huntington Beach, CA.

Meanwhile the new Web site at www.RespectThePouch.com combines information about the tour and the Capri Sun product line with a number of interactive games designed by agency Avenue A/Razorfish.

These include “Karate Pouch,” in which visitors test their prowess against Capri Sun-Sei, a martial-arts pouch. Those who prefer to dance, rather than fight, can upload their faces to an avatar and challenge Capri Sun-Sei to a dance-off instead. Kid can also customize their own pouch with eyes, ears, costumes and other parts, then post them to the site and vote on the most creative results.

While all these Web features can be e-mailed to friends, visitors may be most inclined simply to send out Capri Sun “Burp-O-Grams: e-mails that come in audio choices such as “chainsaw,” “croaker” and “foghorn.”

The Web site also links to a previously announced contest offering a grand prize of a jam session with Nickelodeon stars the Naked Brothers Band. The contest, which participants can enter via an access code on specially marked Capri Sun packaging, runs until June 30 and will give one winner four seats at a Naked Brothers Band jam session in New York City in 2008 or 2009.

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