Client: Kraft - Capri Sun "Disrespectoids"
The Story: Introducing the Disrespectoids: a motley crew of kids who innocently but foolishly "disrespected" the pouch and paid the consequences. As a result of their actions, these kids were transformed into physical representations of their disrespect. The campaign launched big at the Nickelodeon Kids Choice Awards, and three hilarious TV spots introduced the world to the first three Disrespectoids. The spots drove kids online to RespectthePouch.com to play the Disrespectoids game - a highly interactive Web site and collection of games that allows kids to play with the characters, earn different achievements and unlock cool Disrespectoid content.
This chapter of the Capri Sun Respect the Pouch program kicked off in 2009 as a collaboration between Razorfish, Fuel Industries and Ogilvy Interactive. In only a few days after the program's launch, hundreds of thousands of visitors interacted with the Disrespectoids for an average of more than 16 minutes per visit.
Explanation/Role in Larger Campaign:
In 2008, Razorfish helped launch Respect the Pouch - an irreverent and highly successful 360-degreee program that connected with millions of kids across the nation. The program included new TV spots, a new Web site, three online promotions, distributed games, branded entertainment, Wii console game integration, media partnerships, on-package messaging, event marketing and other tactics designed to engage kids and increase brand loyalty for the iconic brand.
From pouch stomping ads to bizarre burp-o-grams to wild dance-off competitions to a public fight for creative respect, the first year of Respect the Pouch was a huge success – allowing Capri Sun to engage in unprecedented ways with millions of kids.
In 2009, the program was taken to the next level with the current launch of the Disrespectoids. But this is just the beginning. New characters will be launched on TV throughout 2010. Disrespectoids games and content will continue to be seeded and integrated throughout the Web on popular kids sites. New games, challenges and achievements will be introduced on the site, and a special "online only" Disrespectoid will be "revealed" to those kids that engage the most throughout the year. Plus, a big promotion will launch toward the end of summer. So, stay tuned!