VCCP was tasked by Coca-Cola Enterprises with creating a new campaign for Capri Sun. The campaign will support the 100% juice range via TV and outdoor throughout January.
As the first major ATL activity since 2006, VCCP created a character-based campaign that highlights the innate cheekiness of the Capri Sun brand but also delivers a compelling natural juice message with an “Alive With Juice” strapline. The campaign begins with a 40 second TVC that introduces a hapless but lovable pair of local tradesmen called Ed & Omar who spend their lives in pursuit of escaping Capri Sun 100% juice pouches that are alive with juice.
Sam Grant, Senior Brand Manager, Coca-Cola Enterprises, said ‘Capri-Sun is a successful and well loved brand and this new campaign will boost people's awareness of the naturalness and nothing artificial at all message in an entertaining way for all the family.’
Michael Sugden, Managing Director, VCCP, said, ‘Capri Sun is a much-loved and fun brand. This campaign is an irreverent and characterful take on the product’s pure juice properties. It contrasts with the worthy tone of voice with which many healthy brands are communicated.’
The campaign was written and art directed by Matt Gilbert and Dave Tokley. The TV ads were directed by Hank Perlman of Hungryman, and photography was by Mitch Jenkins.Media planning and buying was handled by Vizeum.
Project name: Capri Sun 100% Juice
Client: Coca Cola Enterprises
Brief: Launch Capri Sun 100% juice variant
Creative agency: VCCP
Agency Producer: Marcus Eley
Copywriter: Matt Gilbert
Art director: Dave Tokley
Planner: Michael Lee
Media Agency: Vizeum
Production Company: Hungryman
Director: Hank Perlman
Post-production: The Mill
Audio post-production: Adelphoi
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For further information please contact Michael Sugden, Managing Partner at VCCP on 020 7592 9331 or Sarah Adamson, Marketing and New Business Manager 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 creates visual narratives, based on the principle that brands need to make an immediate visual impression to have an impact. Clients include O2, Comparethemarket, Muller, COI, and London Olympics 2012. The agency has also built a reputation for work that works. VCCP has won five IPA Effectiveness Awards between 2004 – 2007 including Gold and Grand Prix for O2 and The Effectiveness Agency of the Year (billings below £100m).
Recent activities include:
• Winning Muller Fruit Corners business
• Launching The O2 now the world’s most popular entertainment venue
• Launching the Government’s high profile Alcohol Harm Reduction campaigns
• Launching the award winning Texaco ‘Hector’ Road Safety campaign
• Becoming the first creatively led advertising agency in the UK to launch a specialist search marketing agency, VCCP Search
