The interesting part is Capri Sun’s approach to publicizing this: A campaign titled “We’re Sorry It’s Not Juice.”
They videoed a “blind taste test” of the water pouches among kids who look to be about seven years old. I’m not sure exactly what the kids were expecting, but clearly it wasn’t water.
The reactions are cute, in a kids-say-the-darndest-things way. My favorite was the little girl who, asked what it tasted like, replied: “My mouth.”
As event-inspired marketing campaigns go, this is clever, because it emphasizes how much better real Capri Sun tastes than water – to kids, anyway. Except that considering how much sugar is in the stuff – up to 18g per serving of Paw Patrol Mango Pineapple – if I had young children, I would be hoping that the experience of sipping water in a pouch would get them in the habit of making water their favorite, or at least customary, beverage.
That’s probably not going to happen, any more than you’re likely to see Capri Sun pouches bearing the slogan, “We’re Sorry It Has So Much Sugar.”
Pan Demetrakakes is a Senior Editor for Food Processing and has been a business journalist since 1992, mostly covering various aspects of the food production and supply chain, including processing, packaging, distribution and retailing. Learn more about him or contact him
