Capri Sun Celebrates the Lunar Eclipse With Glowing Pouches

To celebrate tonight’s total lunar eclipse, Kraft Heinz’s Capri Sun has launched a limited-time offering, Moon Punch, with a glow-in-the-dark pouch.

In tandem, the pouched drink brand is staging a Snapchat promotion. “From March 13 to March 14, fans can open their cameras through Snapchat, snap the moon and follow the lunar link for a chance to receive a free carton of Moon Punch and a flashlight to help light up the night sky.”

There actually are eight collectible pouches, each designed after a different moon phase. And since the lunar eclipse is also known as a Blood Moon, Moon Punch is primarily cherry flavored.

As the drink is aimed at kids, “We strive to create moments of fun and discovery, helping to unleash peak kid energy with every poke of the straw,” said Jessica Barker, senior brand manager-brand communications at Capri Sun.

Although a limited-time offering, the glow-in-the-dark pouch follows some potentially permanent changes to the Capri Sun lineup, including a multi-serve jug and its first single-serve bottle in more than 20 years.

Curiously, Capri Sun apparently missed last April’s solar eclipse opportunity, when both Sun Chips and Moon Pie brought out temporary products to celebrate that once-in-20-years marketing opportunity. Moon Pie doesn’t appear to have anything special happening for this lunar eclipse.