Capri Sun lives in a category where sugar is the new tobacco. And when a brand with a heritage built around its sugary, indulgent products is taking steps towards being healthier and launches a 'no added sugar' product, it's not surprising that the launch is met with scepticism.
Brand heritage aside, with kids nutrition being such a heavily scrutinised topic, our audience of mums find themselves bombarded with conflicting information about children's diet and nutrition. This is all exacerbated in the era of fake news, when opinions are being banded around as absolute truths, leaving mums under immense pressure to make the right choice.
So to mark the launch of the new 'no added sugar' product, we launched a myth-busting campaign under the 'Juicy Facts' creative - clearing up misconceptions and giving mums confidence in their choices.
We needed a space where we could dispel misconceptions about the brand and its products and so we created a series of informative content under the 'Juicy Facts' platform which lived predominantly on Facebook. More importantly, we leveraged the trusted voice of our media partner Channel Mum; mummy vloggers tried out the new product and used our 'Juicy Facts' to challenge some of the myths out there relating to the ingredients used in CapriSun juices.