Capri-Sun Is Back and Bigger than Ever in DOOH Campaign

iProspect, a dentsu company, has revealed the impact of its collaboration with the iconic kids’ drink brand, Capri-Sun, which has delivered tangible results for the brand in the UK.  

The campaign – which ran from April to September – aimed to build awareness for Capri-Sun’s new zero-added sugar product range nationally. It targeted families with activity across connected TV (CTV), video-on-demand, YouTube, digital and social channels. This was also supported by Capri-Sun’s biggest-ever DOOH push, with 297 placements in the UK, including roadside, play centres and point-of-sale screens in large supermarkets. 

The DOOH activity delivered across all formats, reaching over 14 million people and generating over 30 million impressions. It drove a 17% uplift in sales of Capri-Sun Orange Zero Sugar in stores supported by DOOH across the UK. This figure increased to 24% in stores within a closer proximity.  

“We are delighted by the results of the campaign,” said Anke von Hanstein, senior marketing manager, Capri-Sun UK. “By combining bold, eye-catching, and audience-relevant creatives with unique insights on behaviour and impact, we were able to promote the advantages of our zero-sugar range to key audiences. The campaign marks another significant investment in our brand and its future in a key European market, as we continue to focus on increasing market share and awareness of our range of products.” 

“2024 has been incredibly rewarding,” said James Bailey, CEO at iProspect. “We have been able to launch a new product range, with new innovations, for iconic household brands like Capri-Sun. The campaign took a completely holistic approach to engagement, moving from only point of sale to include roadside and play centre ads that delivered tangible results on Capri-Sun’s bottom line. We are all excited to partner on the next campaign and continue to push boundaries.”