Capri Sun Promo, Case study THE DISRESPECTOIDS DISADVENTURES by Kraft One, OGILVYENTERTAINMENT

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THE DISRESPECTOIDS DISADVENTURES

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market United States
Agency Kraft One
Agency OGILVYENTERTAINMENT
Director Tyree Dillihay
Associate Creative Director Mark Semon
Creative Director Debbie Kasher, Arturo Gigante
Released June 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: KRAFT
Product/Service: CAPRI SUN DRINK
Agency: OGILVYENTERTAINMENT
Agency: KRAFT ONE
Date of First Appearance: Jun 28 2010
Entrant Company: OGILVYENTERTAINMENT, New York, USA
Entry URL: http://www.kraftbrands.com/caprisun/disrespectoids/index2.aspx
Senior Brand Manager: Vinay Sharma (Kraft)
Associate Brand Manager: Nicole Rivera (Kraft)
President: Doug Scott (OgilvyEntertainment)
Senior Content Manager: Kate Oppenheim (OgilvyEntertainment)
Senior Content Manager: Rachel Meritt (OgilvyEntertainment)
Creative Director: Debbie Kasher (Ogilvy & Mather)
Creative Director: Arturo Gigante (Ogilvy & Mather)
Director of Client Services: Matt Dowshen (Ogilvy & Mather)
Executive Marketing Director: Christopher Reintz (Ogilvy & Mather)
Project Manager: Megan Kendrick (Ogilvy & Mather)
Senior Associate: Kara Shenton (Ogilvy & Mather)
General Manager: Marge Dean (Wild Brain)
Supervising Producer: Nancy Evelyn (Wild Brain)
Director: Tyree Dillihay (Wild Brain)
VP Media/Group Account Director: Stephen Blumberg (KraftOne)
Associate Director Media: Antoine Brown (KraftOne)
Connections Manager: Sean Gering (KraftOne)
Connections Associate: Jennifer Lanning (KraftOne)
Associate Creative Director: Mark Semon (Razorfish)
Project Manager: Samantha Bernis (Razorfish)
Media placement: Broadcast - Network & Cable TV Buys - January 2010
Media placement: Interactive Games - RepectTHEpouch.com, cartoonnetwork.com, nickelodeon.com, neopets.com - March 2010
Media placement: The Disrespectoids Disadventures cartoon Series - RespectTHEpouch.com, cartoonnetwork.com, nickelodeon.com, neopets.com - June 2010

Insights, Strategy & the Idea
For decades, CAPRI SUN, the kids’ fruit juice drink in a pouch, enjoyed a steadily growing business as market leader of the aseptic water & fruit juice drink category. However, by 2008 CAPRI SUN’s charmed existence had come to a halt. Its long-standing advertising campaign had become stale and competition had grown fierce.

With a price increase imminent, CAPRI SUN needed to enhance its perceived value with families. Knowing the price-hike would discourage moms, we needed to strengthen our relationship with their kids, ages 6-12.

To create a unique, ownable campaign for the brand, we knew we needed to harness the product’s key point of differentiation: the Capri Sun pouch.

To re-engage consumers and increase the brand’s cool-factor we dared kids to drink outside the box with our “Respect the Pouch” campaign.

Creative Execution
At the centre of the campaign were rebellious kids who had “disrespected” the CAPRI SUN pouch, causing them to transform into mutant cartoon characters based on the nature of their offense.

The misfit crew of eleven characters, known as “The Disrespectoids”, was introduced on Television with a series of 30 second spots, igniting a surge of kid-created copycat videos on YouTube.

Simultaneously, a banner campaign launched on top kids sites to promote the upcoming cartoon series and related interactive games.

Following launch, free online games that focused on the characters and their mutant powers were released on top kid sites, including Cartoon Network, Nickelodeon, Neopets and the brand’s own site, respectTHEpouch.com.

As the final game went live, the highly-anticipated cartoon series, “The Disrespectoids DisAdventures,” premiered to extend the narrative around each character. The two-minute shorts were created in partnership with world-renowned Wild Brain Animation Studios, and distributed alongside the games.

Results and Effectiveness
The results were overwhelming:

• The “Respect The Pouch” tagline has become more recognizable to kids 6-12 than longstanding taglines for Nike, Burger King & Skittles (Ipsos).

• Kids spent an average of 16.1 minutes on RespectTHEipouch.com, while return users spent an astounding 49.1 minutes on average (KraftOne).

• Disrespectoids cartoons exceeded average views of CN digital content by 30%, causing it to become one of the most successful campaigns ever run on CartoonNetwork.com (Cartoon Network).

Most importantly, it drove sales causing CAPRI SUN's market share & equity index to increase at the expense of its largest competitors (Nielsen).