VCCP has created a number of humorous online films for Capri-Sun to extend its ‘alive with juice’ campaign, which is currently on TV and outdoor. The online content extends the story of the cheeky Capri-Sun pouches, which are so juicy that they are ‘alive with juice’ and on the run, causing mischief wherever they go. Click here to view: www.capri-sun.co.uk
The objective of the activity is to engage with an older teen audience than Capri Sun’s core target. In order to do this VCCP teamed up with a number of students to make the lo-fi films, thus engaging with the target audience in the very making of the films. The main films were shot and coordinated by Richard Van den Bergh, who had most recently been working on the special effects for the next Harry potter film. The Capri-Sun corporate web site has also been taken over to continue the idea – the Capri-Sun pouches have seemingly escaped from the site itself.
Caroline Philiponnet-Bethell, Senior Brand Manager, Coca-Cola Enterprises, said, ‘This piece of activity aims to push Capri Sun outside of its comfort zone to engage with an online-savvy audience in a relevant and unusual way.’
Ed Maxwell, VCCP, said, ‘This campaign is at odds with the usual slick production values of our industry. By engaging teenagers in the production of the ads we hope to speak to them with greater resonance.’
Steve Vranakis, Creative Director, VCCP, said, ‘This anti-advertising approach allowed us to create a campaign that literally invites people to get involved and in turn get talked about.’
Creds
Project name: Catch the Capri-Sun
Client: Caroline Philiponnet-Bethell, Coca-Cola Enterprises
Brief: Build affinity with a young teen audience
Creative agency: VCCP
Agency Producer: Catherine Powell
Copywriter: Anthony Stamp
Creative Director: Steve Vranakis
Art director: Richard Yates
Planner: Michael Lee, Liz Bunting
Account Director: Ed Maxwell
Production Company: Feel Digital
Director: Richard Van Den Bergh
Post-production: MPC Audio post-production: Jungle
Exposure: YouTube
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For further information please contact Sarah Adamson, Marketing Manager at VCCP on 020 7592 7478 or visit www.vccp.com
Editors Notes:
An integrated communications agency pioneering a new approach, VCCP has a well-earned reputation as one of the most innovative agency forces working in the UK. VCCP believes that you don’t have to outspend you competition, just outshine them. Clients include O2, comparethemarket.com, McDonalds, Muller, Very, Jordan’s and COI. The agency has also built a reputation for work that works. VCCP has won more effectiveness awards than any other agency its age.
Recent activities include:
• Winning the McDonalds Employer Branding account
• Wining the npower integrated account
• Winning the Southern Trains account
• Launching The O2 now the world’s most popular entertainment venue
• Launching the Government’s high profile Alcohol Harm Reduction campaigns
• Launching ICON an agency bringing together the skills of digital, PR and advertising
About Capri Sun
Capri-Sun has been licensed and distributed in the UK by Coca-Cola Enterprises since the 1980’s. It is the number one kids’ lunchbox drinks brand (Nielsen).
