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Capri-Sun ‘Squeeze the Day’ on-pack offers once-in-a-lifetime experiences

Monday June 16, 2014 at 1:55pm
Coca-Cola Enterprises’ Capri-Sun brand is driving summer sales with the launch of a new on-pack promotion, offering consumers the opportunity to win 100 once-in-a-lifetime experiences. Designed to increase the appeal of 330ml packs of Capri-Sun to its target 20-30 year old ‘millennials’ demographic, the ‘Squeeze The Day’ promotion offer 100 winners the chance to win one of 20 different ‘bucket-list’ prizes. These include flying lessons, tickets to a film premiere and a chance to swim with dolphins, as well as holidays to Paris, Rome, and Venice’s Carnival. The promotion will run on over six million packs, including Orange and Apple & Blackcurrant standard 330ml packs, as well as Orange 330ml 89p price-marked packs. To enter the competition, consumers have to enter a code found beneath an on-pack sticker on the Capri-Sun website. 100 pre-determined winning codes will allow consumers to immediately discover if they have won. They can then choose one experience from the list of 20 prizes on offer. Additionally, consumers can enter a bonus draw by sharing an image of themselves ‘squeezing the day’ on a dedicated Capri-Sun ‘Squeeze The Day’ website, with one bonus draw winner claiming a ‘bucket-list’ prize. To further drive sales, point-of-sale materials will be available for retailers, while a wide-ranging sampling programme will be carried out in London through the summer. The campaign was designed by creative agency BD Network. The ‘Squeeze The Day’ promotion follows the recent unveiling of Capri-Sun’s refreshed packaging featuring updated graphics, together with a new 89p price-marked 330ml pack. Phil Thomson, associate director of portfolio brands at Coca-Cola Enterprises, says: “Capri-Sun’s ‘Squeeze The Day’ promotion marks a refresh of the brand, which is designed to appeal to our key ‘millennials’ demographic. The campaign supports the ‘live-for-the-moment’ spirit of the 20-30 age group, while satisfying the demand for immediacy, helping to push Capri-Sun as an active, out-and-about brand.”
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