Dive Brief:

• Kraft Heinz single-serve beverage Capri Sun has debuted a new campaign, "It's Gonna Be Epic," that revolves around small moments where kids are in charge, according to details shared with Marketing Dive.
• The campaign will debuting on the new Dude Perfect streaming platform via display ads, sponsored playlists, interactive gameplay units and as a sponsor of the Trick Shot of the Month. It will also run on Super Awesome, Playwire, Paramount, Disney+ and Kidoodle TV with audio on Spotify and iHeart platforms.
• Created by Goodby Silverstein & Partners with media by Starcom’s Publicis 57, the campaign is the brand's first major effort since it unveiled a lower-sugar formulation last year.

Dive Insight:

Kraft Heinz continues to invest in its 50-year-old Capri Sun brand with a campaign that taps into "kid-in-charge" moments like bike riding and playing outside that seem small to adults but feel epic to kids. 

“Capri Sun is all about paying attention to those small everyday moments, specifically ones where our product shows up in kids’ lives,” said brand manager Samantha Mills in a statement. “This became the jumping off point for our new campaign — which heroes those kid-in-charge moments that are essential to childhood."

Three spots, rolling out this month through March 2024, imagine "epic" versions of such moments, from encountering a family of sasquatches on a bike ride, causing a sonic boom with a three-point basketball shot or an explosion by cannonballing into a pool. Goodby Silverstein & Partners looked to capture "the feeling you got as a kid when your parents let you go off with your friends for a few hours," creative director Rony Castor said in a statement.

Media for the campaign, handled by Starcom's Publicis 57 team, will focus on kids' and families' co-viewing and listening habits with custom video units across family streaming platforms Paramount, Dude Perfect Network and Super Awesome, plus custom audio and podcast ads across iHeart and Spotify. Launched earlier this month, the Dude Perfect Streaming Service brings the content brand's trick shot and stunt-focused content to Roku, Apple, Android TV and beyond.

"It's Gonna Be Epic" is Capri Sun's first major campaign since the brand underwent a formula change last summer that reduced sugar by 40% by using monk fruit concentrate to provide sweetness, putting the beverage more in-line with consumer tastes. While the new campaign is from a kid perspective and aimed at co-viewing and co-listening habits, a previous social-first effort from the brand toyed with the idea of “kid-noise canceling technology” to engage with burnt out parents.