Capri Sun: We're Sorry It's Not Juice by Mischief @ No Fixed Address
- Location:
Capri Sun is filling its iconic juice pouches with filtered water to help students stay hydrated as they face an unrecognizable school return—a solution that’s sure to please parents and disappoint kids.
With water fountains closed, the brand has teamed up with school districts in its own backyard of Chicagoland and Granite City, where its factory is located, to donate around five million filtered water pouches to schools.
'We’re Sorry It’s Not Juice,' a campaign created in partnership with Mischief @ No Fixed Address, is part of the solution to a problem millions of families across America and beyond are facing as Covid-19 continues to cause disruption this back-to-school season. It launches with a 30-second hero video capturing the confused, defeated and borderline-angry reactions of children who were told to give an honest review of Capri Sun filtered water.
Credits
Brand: The Kraft Heinz Company
Vikramjeet Singh, VP Marketing, Strategy and Development
Naor Daneili, Head of Kids Hydration
Rachel Drof, Marketing Director
EDITORIAL: ARCADE EDIT
Editor Will Hasell
Assistant Editor Max Hoffman
Producer Arlene Perez
EP/Partner Sila Soyer
CREATIVE AGENCY: MISCHIEF @ No Fixed Address
Founder CCO Greg Hahn
ACD James Leak
ACD Dylan Wagman
VP Content Will Dempster
President Kerry McKibbin
Business Manager Leila Chee
PRODUCTION: IMPOSTER
Director Marian Mathias
Executive Producer Avtar Khalsa
Head of Production Alex Brinkman
Producer Sara Bailin
ONLINE/GFX: Luke Bellissimo @ Feather
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