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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.
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