The 2010 Jay Chiat Awards for Strategic Excellence Winners

Campaign for Existing Brand—Bronze
Ogilvy & Mather, New York
"Capri Sun: Respect the Pouch"

Capri Sun was the cool drink in an iconic pouch since it came to the United States in 1981. But it receded into the back of kids' minds and by 2008 it was lunchroom wallpaper.

Penetration was stagnant. Volume declined. The market grew with tough competition from Vitamin Water and Gatorade. On top of it all, a price increase lay in the near future.

Capri Sun needed its cool back, and quickly. Visits to school lunchrooms generated a key insight: kids wanted what they couldn't have (and therefore thought was cool). To get back on their radar, Capri Sun had to dare them to pay attention again.

The dare took life in the "Respect the Pouch" campaign. Centered on a cast of Disrespectoid characters, the bold few who dare to disrespect the pouch and suffer the consequences. TV spots introduced the characters and a gaming website, trading cards, print and a cartoon series allowed kids to watch, participate, and even resulted in kids creating their own Disrespectoid moments. Business results turned around with skyrocketing penetration and volume growth. This is the story of how a bold campaign caught kids' attention, and ended up with kids across the nation daring to disrespect the pouch again.

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