Update 6/11/12: Here’s our full review of Capri Sun Big Pouch – Fruit Punch, Strawberry Kiwi, & Maui Cooler
Original Story 5/24/12: Kraft is launching a limited edition version of Capri Sun in over-sized pouches. Branded as Capri Sun Big Pouch, the drinks are packaged in a 11.2 oz recloseable pouch (vs. the standard 6.75 oz size).
3 flavors will be available, including Fruit Punch, Maui Cooler, and Strawberry Kiwi and are available now for a limited time.
For those interested, here’s the press release:
Capri Sun Grows Up In Moster-Sized Facebook Campaign
Video Captures The Metamorphosis
TARRYTOWN, N.Y., May 24, 2012 /PRNewswire/ – Kraft Foods just launched the new Capri Sun juice drink Big Pouch with an over-the-top Facebook page featuring an attention-grabbing stop-motion monster video.
For years, Capri Sun juice drink fans have asked for a larger version of the classic childhood drink. The new Capri Sun Big Pouch is a bigger, redesigned version of the original foil pouch, now with 11.2 ounces, a sleek new shape and a recloseable cap.
“This is a significant milestone for Capri Sun. For the first time, our intended consumer may be old enough to engage with us through social platforms like Facebook,” said Wilfred de Guzman, Brand Manager (aka “Pouch Master”) for Capri Sun. “Capturing the attention of 13-to-15-year-olds isn’t easy; we knew we needed to build an experience for them that was deserving of their attention and passion for the product.”
In partnership with social engagement agency SS+K, the online campaign focuses on a video posted to the “Capri Sun Goes Big” Facebook page. The video features a classic Capri Sun pouch going through an unusual transformation. Left unattended in the fridge, the pouch twists and morphs in stop-motion, becoming something big, intense … and a little bit monstrous.
…The new Capri Sun Big Pouch is sold individually and comes in three great flavors – Fruit Punch, Maui Cooler and Strawberry Kiwi. It can be found on displays in select U.S. supermarkets at the suggested retail price of 79 cents per pouch and will be available for a limited time.