Respect the Pouch

Tue, 08 Jun 2010 00:00:00 -0400
Effie Awards

Capri Sun had lost its cool with kids 6-12 and faced a price increase, so Kraft tasked marketing communications with improving the perceived value of the brand. Rooted in kids' desire to be daring, 'Respect The Pouch' came to life in TV, gaming & print, making Capri Sun more famous to kids than Nike.