Capri Sun Spoofs Romance Novels With ‘Juicio’ The Jokey Hunk

We use the term “perfection” in a broad sense. However, he has beautiful hair! fabio would wholeheartedly approve.

Juico even gets the Audible treatment, with a three-minute mini-book read by an ace narrator Cissy Jones. The story opens with a young mother tossing and turning under the sheets, “dreaming about her current infatuation whispering in her ear: ‘Less sugarrrr!’ “

Hot stuff – sort of. Luckily Capri Sun is there to freshen things up.

“The romance novel was the perfect vehicle to engage parents only in a clever and entertaining way,” says Samantha Mills, associate director at Capri Sun distributor Kraft Heinz. “This route also allowed us to create a buzzy trope. This campaign targets parent buyers by delivering the ‘hidden message’ in a way that would make kids blush with embarrassment.”

Hence the slogan, “Your children will never know” (that Capri Sun reduced sugar levels across its entire portfolio by 40% on average). This tagline also sounds hot, in keeping with the campaign theme.

Above all, it’s a cute idea that should generate a few laughs while delivering the brand message. The work follows that of Capri Sun “Free the TV” also from GS&P, a five-part summer web series aimed at kids. This campaign and Juicio represent a kind of category refresh, emphasizing whimsical entertainment over kitchen table and playground scenarios.

Short videos are in the works to tout the audiobook, apparently written by “Samantha Craven.”

“It’s the perfect, but slightly understated, unassuming author’s name every Harlequin novel deserves,” Mills said.

Of Lutz’s selection, she adds, “We were trying to pin down the hair-blowing character that you would associate with a romance novel, and Eric stole the show. He entered the audition already in the character and committed to the person all the time. has been Juice!”

Well done, my man. Now go get your hair done.

CREDITS

Advertising agency: Goodby Silverstein & Partners
Client: Kraft Heinz Company
Creative Job Title: Your Kids Will Never Know
Date posted: 08/15/22

Customer
Vice President of Marketing for North America and Head of The Kitchen: Jessica Vultaggio
Vice President of North America, Brand Communications: Nina Patel
Associate Director, Brand Communications: Samantha Mills
Brand Manager, Brand Communications: Erin Fitzgerald
Manager, US Public Relations and Media Relations, Kate Kitchell

Agency
Creative
Co-Chair: Jeff Goodby
Creative Director: Margaret Johnson
Creative Director: Tony O’Neill
Creative Director: Rony Castor
Artistic Director: Fabio Santoro
Editor: Pedro Furtado
Artistic Director: Angela Dai
Editor: Sam Carlson
Editor: Alexis Wilkinson
Creator: Tana Cieciora
Creator: Johann Vernizzi

Production
Production Manager: Jim Haight
Executive Producer: Stephanie DeNatale
Main producer: Lorraine Schreyer

Account Services
Managing Partner: Brian McPherson
Group Account Manager: Becca Morris
Account Manager: Callen Gustafson
Account Manager: Carmen Guan
Assistant Account Manager: Adrianne Medina

Brand and communication strategy
Partner, Head of Brand Strategy: Bonnie Wan
Partner, responsible for communication strategy: Christine Chen
Deputy Director of Brand Strategy: Kelly Evans-Pfeifer
Director of Communications Strategy: Drew Forrest
Brand Strategist: Kelly Kikuchi

Business Affairs
Director of Commercial Affairs: Judy Ybarra
Business Affairs Manager: Yelena Kompaneyets

Traffic
Broadcast Traffic Director: Ruchele Eisenman
Broadcast Traffic Manager: Rowena Cuejilo

Finance
Head of Financial Operations: Sean Hay
Accounts Receivable: Alan Chunlun Su

Production company
GS&P FILMS DIRECTORS IN RESIDENCE PROGRAM
Executive producer: JP Patterson
Directors: The Giraffe Sisters

Editorial, mixing, sound design and music
E-LEVEL @ GS&P
Publisher: Graham Willcox
Editorial Assistant: Liz Norris
Publisher: David Becker
Assistant Editor-in-Chief: Steven Castro
Post-producer: Sumita Rattu
Movement Artist: Mike Landry
Movement Artist: Nick Bizzack
Movement Artist: Chad Ford
Sound Engineer/Composer: David Michel-Ruddy
Sound Engineer/Composer: Nic Dematteo

media agency
Starcom

Media client support
Director: Alyssa Kelly
Associate Director: Maddie Franke
Supervisor: Jennie Hubbard
Senior Partner: Diana DeLeon

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