Client: Kraft Capri Sun "Respect The Pouch"
The Story: Capri Sun – one of kids’ favorite beverages – launched an integrated campaign in 2008 that playfully warned kids to “Respect the Pouch.” Razorfish partnered with the brand to develop a year-long digital program. The platform included a new site, three online promotions, distributed games, branded entertainment, media partnerships, and other interactive tactics designed to engage kids and increase brand loyalty for the iconic brand.
Razorfish needed to connect with 6-10 year old kids. So, the team launched an irreverent revolution! RespectThePouch.com was designed to give kids what they want: the ability to act silly, take control, win rewards, and show off like crazy. From bizarre burp-o-grams to wild dance-off competitions to a public fight for creative respect, RespectThePouch.com has been a huge success – allowing Capri Sun to engage in unprecedented ways with millions of kids.
Explanation/Role in Larger Campaign:
RespectThePouch.com is part of a much larger, multi-channel campaign including TV, online media/partnership, live events, packaging, consumer promotions, and more.
In addition to the main site, Razorfish created three separate contest microsites where kids could win tickets to Nickolodeon’s Kids’ Choice Awards, jam out with the Naked Brothers Band, or win a Raving Rabbids Ultimate Gaming System. Multiple online media campaigns ran throughout the year, including rich video units, distributed games, and integrations with popular kids’ sites such as Nickelodeon, Neopets, MiniClip, and Wild Tangent.
The total program was a collaboration between many partners. Our thanks go out to Ogilvy & Mather, Digitas, Mediavest, Colangelo, Pierce Promotions, Oddcast, Ubisoft and Fuel Industries for their contributions.
The campaign has been a huge success in 2008. Kids have engaged in unprecedented ways. But it is just the beginning. The Respect the Pouch story will take an unexpected turn in 2009. Stay tuned!