The new marketing rhythm is in action with Kraft’s Capri Sun brand, which recently launched a strategic marketing partnership with Nickelodeon and a comprehensive promotional campaign in three months. I caught up with Brian Keefe, Senior Vice President, Insight Promotions, LLC and one of Kraft’s marketing vendors who stated:
“This execution was lightning-fast. What normally would have taken six to nine months of brainstorming, strategizing, designing and implementing was launched in just three months. And by all accounts, Kraft is very pleased with the initial results."
Kraft’s Capri Sun brand partnered with Nickelodeon to promote the 2014 Kids’ Choice Awards, taking place March 29. Both brands have a similar target audience, kids ages 6-9. Through promotion of Capri Sun’s Roarin’ Waters, 100% Juice, and Super V varieties, kids were invited to enter a sweepstakes for a chance to “Rock the Kids’ Choice Award” and attend the event as a VIP.
The marketing strategy involved several dimensions, including custom design of the carton packaging, special graphics for individual drink pouches, tattoo inserts, and augmented reality elements. Each of these elements was carefully designed to initiate kid request and extend consumer engagement throughout the marketing campaign.
- Carton packaging – Millions of these large cartons act like a billboard on-shelf, promoting the Kids’ Choice Awards, sweepstakes and included tattoo. This packaging works to influence parents and kids to choose this product over a competitor’s.
- Drink pouch design – The creative pouch design inspires kids to talk about the Kids’ Choice Awards and Capri Sun while consuming the product, after the carton has been discarded.
- Package insert – Insight Promotions inserted millions of temporary tattoos featuring a new Nickelodeon character logo. These tattoos serve as an instant prize, compensating for the fact that only one kid will win the grand prize.
- Augmented reality – Google’s dictionary defines augmented reality as, “a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view.” In this case, the technology was used with the tattoo to increase interest and engagement. The augmented reality tattoo “comes to life” when kids view it through a downloaded smartphone app. Importantly, the app downloads allow Kraft to track engagement with the product insert like they never have before.
Marketing Execution Challenges
The operational challenges to make this campaign work were considerable. It is striking this could happen so quickly. As Keefe says:
“At Insight Promotions, we now talk about going ‘Capri Sun Speed,’ because this promotion was implemented so fast. We were able to execute our part of the campaign simultaneously across dozens of Capri Sun packing lines and in multiple factories. Thanks to the cross-functional team at Kraft, we executed this program in record time with much success.”
Kraft and Nickelodeon plan to run this marketing promotion again next year and to include more Capri Sun varieties. It is interesting to see big brands embracing the new marketing rhythm, despite the perceived operational challenges. To be sure, there are risks with moving this quickly, and so it is a balance. So, is your brand moving at “Capri Sun Speed” or much more slowly?