Capri-Sun launches new packaging

This summer, Coca-Cola Enterprises Limited (CCE) is re-launching its Capri-Sun range with an all new pack design and advertising campaign focusing on the natural and modern personality of the brand. The Capri-Sun redesign will focus on optimising the ‘Nothing Artificial At All’ slogan by updating the appearance of the packs, helping to drive sales for retailers ahead of the back to school season.

The new ‘Capri-Sun’ 100 per cent Pure Juice design will have excellent stand out on shelf and differentiation from the Capri Sun Juice Drink range through its placement within a crate box design. The innovative appearance of the crate will create an association with fresh fruit and therefore encourage mums to purchase the Capri-Sun 100 per cent Pure Juice.

Ed Knight, Corporate Communications Director at CCE, said: “Capri-Sun is continuing its success and is now growing ahead of the juice and juice drinks sector at a rate of +1.2 per cent . We’re confident that this is a great time to introduce a new look Capri-Sun into the market and back onto our screens, helping to increase awareness in September, a key time of year for the brand with the back to school season, and in turn to further drive sales for retailers.”

Capri-Sun 330ml packs should be sited in front of store chillers, and 10 multi-packs should be merchandised near other lunchbox items where possible. Specific point of sale is available for Capri-Sun and the ‘Back to School’ campaign will be supported with advertising, in-store visibility and trial primarily aimed at mums.

The re-designed ‘Capri-Sun’ will be in-store nationwide from August 2009. For stockist details call 08457 227 222.