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Capri Sun Practices Child’s Play

9/5/2020

32 Comments

 
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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

Have you ever been food pranked?  Someone gives you something to eat and “Yech!” it turns out to be much different than you expected—toothpaste inside an Oreo is a classic gag.  Kids love to prank each other, but should the maker of one of the world’s most popular kids’ drinks fool its biggest fans?  
 
Capri Sun, internationally-renowned producer of juice pouches, has decided to prank not just a few kids but a big portion of its target market by filling select silver packages with water.  The company filmed reactions of several pint-sized punk’d consumers, who were given unmarked pouches and asked to test “a new flavor” of juice.  It then edited the outtakes into a few video promotions.
 
Compared to most food pranks, which often elicit expressions of disgust, the responses to Capri Sun’s ruse were rather subdued.  Perplexed young taste testers made comments like, “It’s very plain,” “tastes a little bit bland,” and “it doesn’t have any flavor.” 
 
What made Carpi Sun’s prank poignant is that the company’s juice pouches are familiar to so many.  Since its introduction in Germany in 1969, the company has expanded distribution of its drinks to 119 countries.  According to its website, “ In 2014, our fans all over the world drank 6 billion pouches of Capri-Sun!” 
 
One significant serving of drink sales have come from the greater Chicago area, where Kraft Heinz acts as distributor and a newly-formed advertising firm, Mischief at No Fixed Address, produced the prank.  The campaign’s full scope includes distribution of five million filtered water pouches labeled, “We’re sorry it’s not juice,” to Chicagoland schools for free.  Also appearing prominently at the top of each package is “Capri Sun” in 70-point all capital letters.


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Given the immense physical, mental, and financial stress the pandemic has placed on kids and their parents, it’s kind of Capri Sun to help schools, where fountains are shut down and children need other ways of getting water.  But, will the company’s corporate social responsibility really remedy that problem, and what’s likely to be the long-term impact on the brand?
 
According to the U.S. Census Bureau, the city of Chicago, not including the greater metropolitan area, has a population of 2.69 million, of which 21.2% are under the age of 18 and 6.5% are younger than five.  Those stats suggest that there are nearly 400k school-age children in Chicago (570,280 - 174,850 = 395,430).
 
Providing all of those children with a drink a day for a week would mean 1,977,150 water pouches.  A full month of water would entail a total of 7,908,600 (2.9 million more than Capri Sun’s pledge).  Keeping kids hydrated from September through December would require about 31,634,400 pouches.
 
Of course, no one company should be expected to satisfy so much demand for free.  Meeting massive public needs tends to take a team effort—collaboration among the public sector, for-profit companies, and other organizations.
 
Still, although it may seem cynical or even ungrateful, it’s reasonable to wonder whether the social impact of Capri Sun’s philanthropy is proportional to the promotional benefits the firm may receive:  Do a few drinks of water warrant the brand splash in front of hundreds of thousands of captive young consumers? 
 
When a company gives away something significant, it’s fair for its brand to benefit.  However, the amount of that benefit should be on par with the amount of social good done.  The rationale is analogous to a firm needing to ante up millions of dollars, not thousands, for naming rights to a building or stadium.
 
It’s hard to know Capri Sun’s costs in producing and distributing five million pouches of filtered water, but an estimate of .10 per packet would put the total cost at $500,000.  That’s a significant spend, but not that much for a firm with annual revenues of about a half billion dollars.  A few other issues further complicate the equation.
 
First, Capri Sun’s promotional benefits might be multiplied in that it seeks to put pouches with its name into the hands of the most impressionable of consumers—children.  Kids are understandably less discerning of promotional messages than are adults, which is why the Federal Trade Commission (FTC) prioritizes protecting children. 
 
Second, it seems that there should be some subtraction from the social good Capri Sun portends because of the message emblazoned on the foil pouches: “We’re sorry it’s not juice. [It’s just] Filtered Water.”
 
Is Capri Sun dissing in front of kids one of the most important substances for human existence?  Of course, the company is trying to be funny.  There is, however, the unhumorous reality that many children consume far too much sugar, much of it coming from sugary drinks. (1)  To its credit, Capri Sun Fruit Punch contains a relatively low 13 grams of sugar.  That’s not much compared to some drinks, but it is high compared to water.
 
Then, there’s an even more intriguing twist . . .
 
On August 5, the Chicago Sun Times announced major Lori Lightfoot’s decision to close Chicago Public Schools due to worsening coronavirus conditions—the city’s children will be learning online.  That news would seem to punch a hole in Capri Sun’s water pouch plans; however, over two weeks later, on August 21, an AdAge editor’s pick article described the campaign with no mention of the district’s pivot away from in-person education.
 
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Maybe AdAge missed the mayor’s announcement, or perhaps Capri Sun has found another way to distribute the water without access to kids in classrooms.  Assuming the later, there’s still one more potentially serious flaw in Capri Sun’s ‘Got Juice?’ strategy:
 
By associating its iconic packaging with a less desirable drinking experience, the company risks leaving a bad taste in the mouth of young, impressionable consumers.
 
Can you imagine sipping a Starbuck’s coffee and discovering it was only warm water, or biting into a Hershey’s Bar and finding it was sans-sugar?  It’s doubtful either company would intentionally give even one consumer such an indelibly unpleasant experience, let alone broadcast the negative reaction for millions of others to see and learn from vicariously.
 
As suggested at the onset, a large part of Capri Sun’s food prank success was the fact that so many people, including children, recognize the straw-impaled drink packs and associate them with sweet refreshment and other pleasant sensations.  Those positive associations can be easily washed away, though, by even one unfavorable brand encounter that one experiences him/herself or sees others endure.
 
Of course, a natural retort is, “It was just a joke!”  That’s true, and the prank itself was kind of funny.  However, there are some things that food and drink companies just don’t joke about, a main one being the taste of their products.  Any such negative association is too risky.
 
It’s a little like when Watergate-embroiled president Richard Nixon infamously declared, “I am not a crook.”  Regrettably for him, many people forgot the words “I am not” and remembered Nixon and “crook.”  Any negative frame is inherently precarious, particularly when it involves food.
 
Advertising humor can be very effective, and who loves to laugh more than kids?  However, although Capri Sun’s water switcheroo may have been well-intended, the campaign threatens to spill much of the brand equity the drink maker has built over fifty-plus years, making “I’m sorry it’s not juice “Simple-Minded Marketing.”


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32 Comments
Kellie Chandler
9/14/2020 03:40:19 pm

I had no ida Capri Sun was this societally-involved! I do agree that it is simple minded marketing in some respects as a juice company such as them, should really stick to what they're good at, not doing a "switch-a-roo". Even though it is societally valuable, I do no see how this marketing could create stakeholder value.

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Jonathan Gerber
9/15/2020 04:16:08 pm

This is an interesting occurrence that I had not heard of. This marketing strategy is definitely simple-minded because while it does uphold societal values of trying to promote healthier products, people tend to drink Capri Sun drinks for the good flavor, not the health benefits.

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Matthew McDonald
9/15/2020 04:18:11 pm

I thought this was a very interesting blog about Capri Sun. It is interesting to know that they willingly did this water campaign without accepting money towards it. I agree with the simple-minded marketing because although it is doing good work for Chicago youth, it is not bringing back any money for the company. Which, that entails the stockholders to not get any money out of it as well. I think that it is a very good campaign, because it is so important, especially for children, to drink water. And being gifted water, possibly every day is crucial as you might not have access to it, especially with water fountains being out of use since COVID-19. I think the part that is interesting to me is that they are willing to give water filled pouches and potentially hurt further sales because of the taste being distorted in a way. Overall, I believe they are doing the right thing, but it might not be of use in today's climate as of right now.

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Emma Trump
9/15/2020 04:45:03 pm

There are many issues that arise with this new branding of this well known juice pouch as one it would cost Capri Sun close to $500,000 dollars to produce 5 million pouches which the company would probably come back from. But they are putting this product in front of young children who are very observant and impressionable at this age and will make it known to the world if they don’t like a certain product to their parents who then spread the word to other parents and families. Also there could be some drawbacks in the social good done in this campaign through the fact that they are making a kind of unhumorous joke about water and how it’s not really that fun to drink even though everyone knows it’s an essential substance needed to survive your everyday life. Also Capri Sun might be making a mistake here by associating their iconic packing of a silver pouch with a punch through straw with a less desirable and tasty drink. Thus possibly leaving an unsatisfied taste in everyone’s mouths especially with the world’s youngest consumers. Capri Sun is known for silver pouches filled with colorful and flavorful beverages that leave many positive sensations in people’s mouths but these thoughts can be easily swayed by a change in re-branding like this. There are just some things a food/beverage company should not joke about as they run a much higher risk of losing profits, creating negative word of mouth, and not gaining enough social good done in return.

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Mikayla Broome
9/15/2020 05:05:37 pm

I think what sat wrong with me about this approach was the attempted use of disappointment as marketing. Usually companies are always trying to make the new best thing and as a customer that's what I have my eye out for. I would never buy something I know is going to underwhelming. They could have easily pitched flavored water or a reduced sugar Capri sun. Something that meets or creates new expectations instead of letting the customer down.

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Cole Hasenbalg
9/15/2020 07:54:13 pm

It makes sense that this is simple-minded. Rather than trying to push the flavored drinks of Capri Sun, they go and give away filtered water, which limits the association with their juice centered brand. Also, it costs them an immense amount of money to pull this marketing stunt. This campaign would have been more effective if this was said a move by Dasani and the Coca-Cola marketing team, where people would associate a water bottle brand being the "good people who gave away free water." Overall, this is a kind jester, but poorly timed and seemingly ineffective move that had to many risks that they shouldn't have taken.

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Alex Finn
9/15/2020 08:01:48 pm

Capri Sun's distribution of water pouches reminds me of Toms shoes' business model of "one pair donated for every pair bought". It's a company trying to come across as a savior, providing water for children in need or shoes for people in Africa. In reality, it's merely a small dent in a huge problem that needs much more effort to solve. This is definitely simple-minded. Sure, it can't be worthless because we're talking about it now, which means Capri Sun got some attention from it. However, I cannot justify this simple-minded advertising stunt nor can I believe that it is substantially helping children in need.

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Cece McCrory
9/15/2020 08:35:26 pm

I really found the article on Tik Tok interesting. I had downloaded it back in the early fall of 2019 but deleted it a few months later because if it's addictive quality. It's blows my mind that Tik Tok is not actually addictive but can really waste 3 hours of someones day and them having no idea until they look at the clock. I had no idea about the use of artificial intelligence in the app to make it so people can't look away but it makes sense. Every users "for you page" is so personalized to them and what they like so they never have that moment that is "I'm just going to get on tik tok for 5 minutes" because it always turns into hours. There is always new content to look at and the videos are all between 10 and 60 seconds long so they keep the viewers short attention spans. Using AI in Tik Tok has made that app so popular it feels addicting, and have had downloads skyrocket, especially with everyone being trapped at home due to the pandemic. Tik Tok definitely has mindful marketing.

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Job Pelete
9/15/2020 09:28:37 pm

I was not aware of Capri Sun doing something like this for kids. In my opinion, what they did was amazing. Giving away free water pouches to children who can't get water in school because of COVID is a very generous act. I did not like how they marketed the water pouches though. They definitely could have came up with something more appropriate than what they came up with. I understand that it was a joke, but it was not needed with what they were trying to do.

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Nicole Shank
9/15/2020 09:46:29 pm

I found this blog post about Capri Sun's prank very interesting. Their marketing strategy in this case would definitely be simple-minded. While the company is upholding societal values, they are not creating any stockholder value. I liked how Capri Sun strengthened their corporate social responsibility by providing water to children in schools. During such difficult times with the coronavirus, it is nice to see a business giving back to the community. Even though this was all a very kind gesture, I don't think pranking the kids was the right way to go about marketing their product. It seems like the costs did not outweigh the benefits of it, and the risks were not worth.

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Skylar Emert
9/16/2020 12:35:59 pm

I loved the metaphor of comparing water in a Capri Sun package to taking a sip of your Starbucks, just to realize its warm water. The importance of taste and quality in food/drink companies' products cannot be understated. While their gesture to provide water in a healthy and safe way to children during a pandemic upholds societal values, it seems to ignore the potential change in opinion amongst Capri Sun's biggest clientele, children. I agree with deeming this marketing decision as overall "simple-minded" because it puts kids' trust in the classic taste of a Capri Sun at risk.

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Luke Kokolios
9/16/2020 02:40:17 pm

I think Capri-Sun's idea of getting water to kids is a good concept, but the way that they went about doing it was simple-minded. With an audience of impressionable youths, I don't think it will sit well with a kid who is expecting a blast of sugar in his mouth and then only to come away with the bland taste of water. This will plant mistrust in the back of their minds, and moving forward there is a good chance many of them will be hesitant to go for a Capri-Sun if they can't know for a fact that what they are buying is what they will get. For many, the example of Starbucks with warm water instead of coffee really resonates because when it comes to food or drink, if you don't taste what you're expecting, it is typically not a pleasant experience. From a societal standpoint, obviously it is a great thing to offer free water, I just don't see the need to deceive consumers into thinking they are getting a sugary pouch of juice only to find tasteless water coming up through the straw.

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Camron Good
9/16/2020 04:18:35 pm

I don't like to think that a prank is a good marketing strategy. I'm sure it can give a few people laughs which is something everyone could use in a tough time such as now. However, I don't believe this is a good way to push product value. By switching out the juice for water, you are essentially taking away the product in which you are trying to sell and market. This won't allow new users (in this case tasters) to try the product and figure out whether they like it or not. They then may feel duped and as though the company is taking advantage of them and leave with a poor image of the company itself. This is why I believe that pranks would not stand as a successful marketing strategy. It may be a good single promotion to get people to laugh, but overall, will not reflect as good on you as a company.

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Rachel Beatty
9/16/2020 04:35:17 pm

The prank may have been funny, but I agree that this is simple-minded marketing. A case could even be argued that it is mindless due to the fact that they are turning kids away from drinking water. I understand their intent, but there are much better ways of not only offering aid, but also marketing Capri Sun as a product. They could have partnered with a company that already produces bottled water to send water as well as Capri Sun. This would alleviate the need to change their product.

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jonah fitz
9/16/2020 08:04:20 pm

Capri-Sun’s marketing strategy of “it’s not juice” is simple-minded. Although they tried to do the right thing by distributing free water and pulling the “water prank,” that could end up effecting consumers because they are used to drinking the sweet juice in the unique Capri Sun packages and children may decide they do not want the drink anymore thinking that it will always be “bland” water. The brand could lose credibility with consumers because they may begin to equate water with the silver pouch when what they really want is sweet juice and they may look to other brands in order to satisfy their sweet tooth. However, it is helping to make children be healthier by offering the free water to them. The fact that the water is encased in the fun silver pouch, may attract children to packaging and inspire them to drink more water. The campaign does hold ethical values which could promote parents to want to buy it for their children and promotes good will of the brand.

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Alli Cassel
9/16/2020 08:31:53 pm

I really enjoyed reading though this blog post. The Capri Sun juice pouches were a big part of my childhood growing up. Seeing what they are doing with their product and trying to help the city of Chicago in the time of the Coronavirus, is a good idea in the sense of service and helping the community. However, the company does run the risk of losing the interest of some of its younger consumers. Once they do not taste the juice they once had before, and drink water instead, they may not want to get the product again. The rebranding of their packaging is also something worth noting. The companies colorful packaging makes their juice pouches well-known and loved by kids. Replacing the colorful exterior with grey packaging is a big change, and I do not think this change in marketing will give the more attention. The Capri Sun marketing strategy would be simple-minded. They tried to think of the needs of the community and where there was a need to help others, however, they did not market their new product in a way that deemed helpful. Creating a new product that “pranks” consumers, in my opinion is not the correct way to gain interest from the public. Not only does it not gain great interest from the public, it does not make the company look great either. Nobody wants to be tricked when receiving a product. We as consumers like to know what we are buying/getting. When these expectations are not met, we get turned off towards that particular product and we end up looking for substitutions to meet our needs and wants. I believe the same thing may happen here with this example.

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Calvin Derstein
9/16/2020 08:47:25 pm

I thought that this blog was very interesting. What Capri Sun is doing is definitely simple minded marketing. I also never knew that Capri Sun was socially involved. I don't think that should travel into this different field though. They are currently good at what they do and I think they should stick with that. They should try to improve with what there already good at rather then go to a all new type of product.

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Jacob Ward
9/17/2020 09:48:51 am

Capri-Sun's marketing strategy is simple-minded, as their vision was to distribute free water to the children in school. The idea of distributing water to children in school where they will have limited or no access to it due to the pandemic upholds societal values. However, doing to may result in earning a bad reputation for themselves. When Children see the Capri-Sun juice package they will expect to be drinking sugary juice not water.

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Will labossiere
9/17/2020 09:55:28 am

I definitely agree with the simple-minded nature of the campaign, because they really aren’t creating any inherent value for the stakeholder. I don’t completely agree, however, with the rationale of kids being “turned off” to the brand because of the taste. After all, the kids aren’t the ones who go shopping for the family. If the parents of these children notice the good that caprisun is doing ,isn’t it possible that instead of a taste association, they have a positive emotional response, giving them loyalty to the brand? I think that this marketing scheme is not for the kids at all, but actually a way of proving to the parents that caprisun cares about their kids. In a broader sense, caprisun might also be trying to insinuate that their products are better for you than the average fruit drink. I agree again with your distaste for the “humor” of the statement on the pouch. I think we should encourage kids to drink more water, not because its the only thing available, but because it is important to stay healthy!

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Morgan Donahue
9/17/2020 11:01:37 am

I do agree with the fact that Netflix's new feature is in fact simple- minded. I had no idea that Netflix was even doing this on their streaming service. With that being said, it would be a nice option for people who are very indecisive (like me), but I do think that this would in fact hurt society because it is keeping people interested in their streaming service instead of being active and doing other things. I believe it is simple-minded because it does hold societal value. People who are indecisive now do not have to decide on things to watch anymore, now that Netflix can pick something for them based on their likes and browsing history. I do not think that there is any kind of stakeholders value here.

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Felix Zarate
9/17/2020 12:52:50 pm

The actions that capri sun took were definitely simple-minded. They did good for society by providing free water to kids during a pandemic. The thing is that this action cost them a lot of money and I question if it really made that big of an impact for the company. They are juice based company and if they pull a joke on kids making it seem like they are drinking juice but in actuality it is just water, it probably wont have a good impact on their target market. I think this action could have been better planned and executed.

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JD Gunn
10/26/2020 12:26:39 am

First off, its great to see that Capri Sun is trying to do good in the community. I find it though-provoking how you spoke on the idea of a long lasting bad taste in the mouth of consumers. Because so many people would associate juice with Capri Sun and not water, it could be detrimental in the long run. I definitely see how this could be simple minded marketing because they are trying to do good in the community but they are simply not going about it the best way possible. I know that if I had associated a juice or flavorful drink with a certain product, then i would be very disappointed to drink it and find it to be tasteless, or water.

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Andrew Beauvais
10/26/2020 10:18:05 pm

This blog is really quality. It is overall good that Capri Sun is trying to do good throughout various communities but they are not doing it the best or with the most intent. If you wanted to drink water then you would simply do that, when drinking a Capri Sun you are looking for the flavorful juicy flavor that is normally expected out of a Capri Sun.

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Bradford Hardy
10/27/2020 05:30:02 pm

It is nice to now that there are companies out there who do good for the community. In this is scenario though I see how stepping out and helping the community can be both good and bad for the brand. The impact that it leaves on the kids in the future who want to drink their pouches will now be affected by this outreach approach. Although it seems to me that Capri Suns Brand name could be damage it is also interesting to note that capri sun is the company to do this. It seems to me like they invested a lot in trying to change their product. It may have been financially more feasible to put that money back into their marketing budget and let a water company supply the water for the Chicago schools. Just my two sense, really liked the post!

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Malik Nevarez link
10/28/2020 12:15:25 am

The blog I choose was called corporate social responsibility everyone should see, I enjoyed reading about this pharmacy company because it supporting evidence and good information. I believe this will have a mindful marketing approach because it is trying help communities and has social value. It aims at a certain group of people who are struggling and that they need help.

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Timbrel McIntosh
10/28/2020 07:59:52 pm

It seems to be Capri Suns attempt at taking on its social responsibility backfired terribly. Capri Sun has spent a long time building its reputation, and apart of that reputation is great tasting juice in silver packets for kids. For Capri Sun to entirely change its brand at what seemed almost overnight for kids wasn't their best and brightest idea. When a beverage/food company changes the taste of their products drastically, more often times than not it doesn't go well. Kids expectations were let down when they tasted the water, rather than grateful for they way Capri Sun chose to give back to the community. This blog post communicates the importance of consumer preferences and particularly consumer expectation.

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Jordan Williams
10/28/2020 08:36:50 pm

This is a very interesting article on the social and economic implications of a campaign designed to provide children with free water in the Chicago area. After discussing the possible benefits of the campaign, Professor David talks about the more likely negative consequences of it. Capri Sun could be affecting consumers by associating their brand with plain water. That could possibly ruin Capri Sun's brand recognition long term. I'm very curious to see what happens in the next coming months and years to their revenue. Furthermore, I think that Capri Sun was genuinely trying to help. They saw an opportunity and were the first ones to jump in on it. It would be unfortunate if their attempt to help people caused them to lose a significant portion of their profit.

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Jessica Roat
10/29/2020 01:11:36 am

Prior to reading the article I was unaware of CapriSun’s initiative to provide 400,000 kids in Chicago with water during the months of September to December. I am actually amazed at how generous the company is being considering the fact that it is steering away from the advertisement of its wildly popular sweet drinks. I do believe that the company chose an excellent time to supply water to the children of Chicago because of the stresses that many parents are kids are facing during the pandemic. It is unfortunate that because of this executive decision that the company made, it may face long-term consequences such as the lack of clarity in what CapriSun is promoting. I would’ve never thought that this could cause kids to steer away from drinking CapriSuns. During the next months and the next year it will be interesting to see if there is an increase or decrease in sales due to CapriSun’s social initiative/ prank. Frankly, I think that CapriSun will bounce back relatively easily as long as it reverts its marketing and packaging tactics to the previously utilized strategies.

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kendall Deaton
10/29/2020 07:05:37 pm

I think it is super cool that capri-sun wants to help out on a social issue as big as this one but I also feel like the re-branding can have a major effect on their sales. They are know for their juice not their water. I feel like this can have a negative effect on their younger consumers who were expecting to get a sugary juice and got water. The similar things apply to them pranking consumers.

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John Kilgallon
10/29/2020 11:27:23 pm

This blog really designated with me because I have been good pranked before. In fact, my friends have done some nasty things including making my water very salty. It was not fun in the moment , but afterwards it was funny. When observing the actions of Capri Sun, I was very surprised and glad that this major company is giving back to my home city Chicago. I really liked the point made about how the influence on kids would be very important. Ultimately, kids are the #1 target for a juice like Capri Sun offers. They need to be very conscious of how many “stunts” they pull like this. I genuinely think they are doing the right thing, but it is essential to keep kids coming back to what they love. I really enjoyed reading through this blog and hope to hear good things for Capri Sun in the future.

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Romina Altez
11/11/2020 08:31:48 pm

I agree with the classification for this article. It does create societal value by promoting a healthier diet (water), yet I believe that it is simple minded since their idea is not beneficial for them at all. I mean, it is a great idea to try to promote kids to drink more water instead of artificial drinks, but they also need to be aware of the consequences. Since, now kids may be skeptical when buying their brand.

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