In celebration of the Total Lunar Eclipse on March 14, Capri Sun is heading for the Moon with its first-ever glow-in-the-dark pouch! Rolling out nationwide later this month, Moon Punch features eight collectible pouches – each designed after a different moon phase. (Photo: Business Wire)
Executive Summary
Capri Sun is leveraging a celestial event—the Total Lunar Eclipse—to promote its limited-edition Moon Punch juice pouches, its first-ever glow-in-the-dark packaging. The campaign integrates augmented reality (AR) through a Snapchat partnership, where users can scan the moon with their camera to unlock a free product offer.
The Moon Punch pouches, featuring eight collectible moon-phase designs, will be available nationwide at major retailers like Amazon, Target, Walmart, and Kroger. This campaign follows Capri Sun’s recent move to reintroduce single-serve bottles after a 20-year hiatus, signaling its commitment to product innovation.
The initiative taps into Snapchat’s youth-skewed audience, capitalizing on the platform’s growing popularity among brands aiming to engage younger consumers. Similar to previous Oreo and McDonald’s campaigns on Snapchat, Capri Sun’s approach aligns with the trend of interactive, social media-driven marketing.
As brands increasingly explore immersive digital experiences, Capri Sun’s Moon Punch campaign showcases how AR technology, nostalgia, and experiential marketing can converge to capture consumer attention and drive engagement.
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