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Capri Sun: Your Kids Will Never Know

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Capri Sun, the iconic brand kids and families have loved for generations, recently reduced the total and added sugars across its entire original juice drink portfolio by an average of 40%, while still delivering the great taste kids love. Inspired by the idea that parents will love a healthier option while kids will care only about the delicious taste they know and love, Capri Sun is masquerading the lower sugar news in a brand new campaign titled ''Your Kids Will Never Know.'' In collaboration with Goodby Silverstein & Partners and directed by The Giraffe Sisters via RESIDENCE, the saucy, tongue in cheek campaign touts the news to parents through a faux adult-romance novel. Leveraging romance, the ultimate cringe for kids, the campaign aims to purposely alienate kids - because not only do kids not have to know about the lower sugar news, with the great Capri Sun taste they love, they’ll never need to know.
Credits Other credits

Client

VP of North America Marketing & Head of The Kitchen: Jessica Vultaggio

VP of North America, Brand Communications: Nina Patel

Associate Director, Brand Communications: Samantha Mills

Brand Manager, Brand Communications: Erin Fitzgerald

Manager, U.S. PR & Media Relations: Kate Kitchell

Agency

Designer: Tana Cieciora

Designer: Johann Vernizzi

Production

Director of Production: Jim Haight

Executive Producer: Stephanie DeNatale

Senior Producer: Lorraine Schreyer

Account Services

Managing Partner: Brian McPherson

Group Account Director: Becca Morris

Account Director: Callen Gustafson

Account Manager: Carmen Guan

Assistant Account Manager: Adrianne Medina

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Deputy Director of Brand Strategy: Kelly Evans-Pfeifer

Communication Strategy Director: Drew Forrest

Brand Strategist: Kelly Kikuchi

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager: Yelena Kompaneyets

Traffic

Broadcast Traffic Director: Ruchele Eisenman

Broadcast Traffic Manager: Rowena Cuejilo

Finance

Finance Operations Manager: Sean Hay

Client Accountant: Alan Chunlun Su

Production Company

GS&P FILMS RESIDENCE DIRECTORS PROGRAM

Executive Producer: JP Patterson

Editorial, Mix, Sound Design and Music

E-LEVEL: GS&P

Editor: Graham Willcox

Assistant Editor: Liz Norris

Editor: David Becker

Assistant Editor: Steven Castro

Post Producer: Sumita Rattu

Motion Artist: Mike Landry

Motion Artist: Nick Bizzack

Motion Artist: Chad Ford

Audio Engineer/Composer: David Michel-Ruddy

Audio Engineer/Composer: Nic Dematteo

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