Our brief was to remind parents that Capri Sun is a fun alternative to hand out on Halloween.
The solution was Trick AND Treat Pouches.
We turned a pain point of the product into something fun for Halloween, creating a box that included one Capri Sun pouch that was impossible to open to prank your friends and one normal pouch for you.
News of the brand act made the rounds all over the country, mostly as segments on local TV networks, contributing to 173 million earned media impressions.
The set sold out on Walmart several days in a row.
Each box had a Trick and Treat pouch, and extra straws so people could prank their friends.
At launch we also released a fun social video to promote it.
And here’s a BTS of how it was made
