Singer John Legend is playing a trickster in Capri Sun’s latest campaign to help the brand promote its line of updated all-natural drinks with no added sugar.
While the Kraft Heinz brand has seven different varieties of drinks, it’s pushing its four no-added-sugar offerings in its latest marketing push in hopes of appealing to parents who are looking for healthier options to give their kids. The drinks include Capri Sun Fruit Refreshers, Capri Sun Organic, Capri Sun 100% Juice and Capri Sun Fruit & Veggie Blends.
In the ad starring Legend, a pair of siblings convince the crooner to surprise their mom at her yoga class so they can feed him lines to say to her via an earpiece. The mom is unsurprisingly bewildered when Legend begins to say things “kids shouldn't have to take piano lessons” and “bedtimes are stupid” between yoga poses.
At the end of the spot, the kids ask Legend to tell their mom about Capri Sun’s updated drinks before ultimately revealing themselves as the ones behind the prank.
Another spot in the campaign features a little girl who attempts to grab her mom’s attention by threatening to shave her little sister’s hair with an electric razor. Once she’s gotten her attention, she makes a plea for Capri Sun’s new drinks.
Created by Leo Burnett, the campaign includes social, digital banners, TV ads, print ads and in-store advertising.