Ogilvy Entertainment Co. / CapriSun
Company
Name:OgilvyEntertainmentCompany Name to Receive the
Award:OgilvyEntertainmentAgencies:KraftOne, Media Agency
Razorfish, Digital Agency
Wild Brain Animation Studios, Production PartnerBrand:Kraft, Capri SunName of
Executives Involved in The Campaign:Kraft:
Vinay Sharma, Senior Brand Manager
Nicole Rivera, Associate Brand Manager
OgilvyEntertainment:
Doug Scott, President
Kate Oppenheim, Senior Content Manager
Rachel Meritt, Content Manger
Ogilvy & Mather:
Debbie Kasher, Creative Director
Arturo Gigante, Art Director
Matt Dowshen, Director Client Services
Christopher Reintz, Executive Marketing Director
Megan Kendrick, Project Manager
Kara Shenton, Senior Associate
Wild Brain Animation Studios:
Marge Dean, General Manager
Nancy Evelyn, Supervising Producer
Tyree Dillihay, Director
KraftOne:
Stephen Blumberg, VP Media
Antoine Brown, Associate Director Media
Sean Gering, Connections Manager
Jennifer Lanning, Connections Associate
Razorfish:
Mark Semon, Associate Creative Director
Samantha Bernis, Project Manager
Campaign Brief: STRATEGY & OBJECTIVE
By 2008 Capri Sun’s long-standing advertising campaign had become stale and
competition had grown fierce.
With a price increase imminent, Capri Sun needed to enhance its perceived value
with families. Knowing the price-hike would discourage moms, we needed to
strengthen our relationship with their kids, ages 6-12.
To create a unique, ownable campaign for the brand, we knew we needed to
harness the product’s key point of differentiation: the Capri Sun pouch.
EXECUTION
To re-engage consumers and increase the brand’s cool-factor we dared kids to
drink outside the box with our “Respect the Pouch” campaign.
At the center of the campaign were eleven rebellious kids who had
“disrespected” the Capri Sun pouch, causing them to transform into mutant
cartoon characters based on the nature of their offense.
The misfit crew, known as “The Disrespectoids”, was introduced on television,
igniting a surge of kid-created copycat videos on YouTube.
The highly-anticipated cartoon series, “The Disrespectoids DisAdventures,”
premiered to extend the narrative around each character. The two-minute shorts
were distributed on top kid sites, including Cartoon Network, Nickelodeon,
Neopets and the brand’s own site, respectTHEpouch.com.
RESULTS
The results were overwhelming:
• Capri Sun’s “Respect The Pouch” tagline has become more recognizable to kids
6-12 than longstanding taglines for Nike, Burger King & Skittles, all valued
kids brands. (Source: Ipsos)
• Kids spent an average of 16.1 minutes on respectTHEpouch.com, while return
users spent 49.1 minutes on average (Source: KraftOne)
• On CN.com kids are choosing to watch the Disrespectoids cartoons over content
supplied by CN, causing The Disrespectoids to become the most successful
campaign ever run on CartoonNetwork.com (Source: Cartoon Network)
Clearly, the campaign not only solidified Capri Sun’s cool-factor, but it
actually permeated kid culture quickly emerging as one of the most beloved kids
brands.
Link to Your Creative
Materials: http://www.kraftbrands.com/caprisun/disrespectoids/index2.aspx
