The brand apologizes for swapping juice for filtered water and captured reactions of kids in a light-hearted campaign
PITTSBURGH & CHICAGO–(BUSINESS WIRE)–While every schools’ plan to return looks different this year, kids know that recess will be on recess, masks won’t just be for Halloween and that water fountains will be off limits. CAPRI SUN knows this is a hard time for kids, so to help students have a safe and fun way to get water this school year, the brand is swapping its juice for filtered water. CAPRI SUN is donating 5 million filtered water pouches to schools in the Chicagoland area and Granite City, where its factory is located.
“As a brand that exists to support families, when CAPRI SUN heard water fountains were going to be off limits when schools reopened, we saw an opportunity to step up and help out,” said Naor Danieli, associate director – kids hydration, Kraft Heinz. “With a tremendous amount of collaboration across all our CAPRI SUN teams, we worked quickly to create– CAPRI SUN Filtered Water – and hope it will make life easier for parents while making water slightly more fun for kids.”
As part of the reveal, CAPRI SUN invited real kids to test out the new product to capture their unfiltered reactions. The inevitable let down when they learn it’s filtered water and not juice can be seen in a new video live on social today – the first creative work for CAPRI SUN from Mischief @ No Fixed Address.
To let kids know how truly sorry they are for the swap, CAPRI SUN is issuing apologies in a variety of ways. In addition to a written apology on every CAPRI SUN Filtered Water pouch, Chicago-based fans will find a full-page apology in the Comics section of the Chicago Sun Times, Chicago Tribune, La Raza and Chicago Daily Herald.
While CAPRI SUN Filtered Water is not available for purchase, the CAPRI SUN juice that kids know and love is available at retailers nationwide. For more information on CAPRI SUN, visit www.parents.caprisun.com and keep up with CAPRI SUN on Twitter (@Capri_Sun).
ABOUT THE KRAFT HEINZ COMPANY
For 150 years, we have produced some of the world’s most beloved products at The Kraft Heinz Company (Nasdaq: KHC). We are one of the largest global food and beverage companies, with 2019 net sales of approximately $25 billion. Our portfolio is a diverse mix of iconic and emerging brands. As the guardians of these brands and the creators of innovative new products, we are dedicated to the sustainable health of our people and our planet. To learn more, visit www.kraftheinzcompany.com or follow us on LinkedIn and Twitter.