The Capri Sun juice pouch brand has rolled out a national on-pack campaign with entertainment ticketing company Eventim. The brand is giving away a total of £40,000 worth of tickets to live music events across the year.
Special promotional packs will contain text-to-win codes which could net the user £80 of live music experiences. Suggestions on how to spend their winning redemption code will be featured on the Eventim website
This is a high profile on-pack promo with a much more attractive proposition than the usual free download. The push through to recommendation is also a nice touch.
Capri Sun is a lunch box based favourite with kids. The 'Respect the Pouch’ campaign from 2008 recently won an Effie award and was described as "making Capri Sun more famous to kids than Nike" through its use of TV, gaming, print and viral activity.
Adding music and live experience to that mix delivers another tangible asset to the brand's perception, which has moved away from other children’s drinks that opt for more neutral emotive ground.
The campaign runs from now until the close of the year.