Capri Sun Grows Up in Monster-Sized Facebook Campaign

Video Captures The Metamorphosis

TARRYTOWN, N.Y., May 24, 2012 /PRNewswire/ – Kraft Foods just launched the new Capri Sun juice drink Big Pouch with an over-the-top Facebook page featuring an attention-grabbing stop-motion monster video.

For years, Capri Sun juice drink fans have asked for a larger version of the classic childhood drink. The new Capri Sun Big Pouch is a bigger, redesigned version of the original foil pouch, now with 11.2 ounces, a sleek new shape and a recloseable cap.

“This is a significant milestone for Capri Sun. For the first time, our intended consumer may be old enough to engage with us through social platforms like Facebook,” said Wilfred de Guzman, Brand Manager (aka “Pouch Master”) for Capri Sun. “Capturing the attention of 13-to-15-year-olds isn’t easy; we knew we needed to build an experience for them that was deserving of their attention and passion for the product.”

In partnership with social engagement agency SS+K, the online campaign focuses on a video posted to the “Capri Sun Goes Big” Facebook page. The video features a classic Capri Sun pouch going through an unusual transformation. Left unattended in the fridge, the pouch twists and morphs in stop-motion, becoming something big, intense … and a little bit monstrous.

Leading up to the launch, the Capri Sun Goes Big Facebook page stoked enthusiastic speculation on the size of the Big Pouch. Over the course of several weeks, the team used fun photos of Capri Sun pouches the size of hot-air balloons, elephants and skateboard ramps. A pouch-shaped graphic fills up as the launch date nears, teasing the reveal of a pouch that’s new, bigger and more exciting than ever.

So far, in the last three weeks, the page has generated more than 48,000 new likes, with an average of 2,500 a day, even though the product has only been in stores for the last few days.

The new Capri Sun Big Pouch is sold individually and comes in three great flavors – Fruit Punch, Maui Cooler and Strawberry Kiwi. It can be found on displays in select U.S. supermarkets at the suggested retail price of 79 cents per pouch and will be available for a limited time.

About Kraft Foods

Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company’s iconic brands – Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction is expected to be completed before the end of 2012. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor’s 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.