- In order to quash internet rumors that it was retiring its iconic foil pouch packaging, Capri Sun launched a promotion to offer consumers a chance to buy a pallet of their drinks with more than 3,800 drink pouches.
- The brand was responding to fan outcry that it might be losing its iconic foil-pouch packaging in favor of single-serve bottles in 2025. The bottle packaging is designed for an adult-targeted version of the juice product.
- The news, which was promoted by the Instagram account Snackolator, was met with passionate response from Capri Sun fans around the internet, who were upset that the packaging they had come to know and love might be disappearing.
The brand shared the news via its social media channels and through media outreach, much to the relief of its fans.
“Once we saw fans’ passionate responses defending the pouch, we knew we needed to respond fast to set the record straight and assure consumers our pouches weren’t going anywhere,” said Jessica Barker, Senior Brand Manager, Brand Communications, Capri Sun. “We immediately got our team together to figure out how to share this message in a truly epic way, and within 24 hours, we launched the ‘pouch pallet’ to help shift the narrative from ‘pouches are going away’ to ‘pouches are here to stay!’”
The pouch pallet, consisting of more than 3,800 pouches of juice, will be available at Walmart stores beginning this week for $250. Barker noted that the idea of altered packaging was meant as a way to make the product available to more fans in different ways. She added that the brand had recently released a 96-oz. bottle format that is available for purchase at club retailers following years of consumer requests for a larger version of the product.
“It’s clear that consumers’ love for Capri Sun runs deep, so we wanted to harness this brand love in a playful way that embodies what our brand stands for,” Barker said. “We quickly jumped into the conversation to reassure fans our pouches are here to stay, and the fan response has been equally as epic.”
