Capri Sun Spoofs Romance Novels With 'Juicio' the Jokey Hunk
How sexy are Capri Sun juice pouches? Not very. Even less so, perhaps, with reduced sugar.
Never fear, the brand is spicing things up with Juicio, a faux romance-novel cover hunk who mugs his way through ads breaking today from Goodby Silverstein & Partners.
That chiseled chest! Those stubbly cheeks! That salaciously darting tongue! Dude's kind of odd, actually, but he really loves juice concentrate wrapped in aluminum foil and plastic.
Portrayed to pouty-faced perfection by actor Eric Lutz, the character mugs his way through the :30 below, which promises "a tale of less sugar yet still as juicy."
We use the term "perfection" loosely. Still, he's got great hair! Fabio would heartily approve.
Juicio even gets the Audible treatment, with a three-minute mini-book read by ace narrator Cissy Jones. The story opens with a young mom tossing and turning beneath the sheets, "dreaming of her current infatuation whispering into her ear: 'Lesss sugarrr!' "
Hot stuff—kind of. Good thing Capri Sun's around to cool things down.
"The romance novel was the perfect vehicle to appeal solely to parents 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 purchasers by delivering the 'hidden message' in a way that would make kids blush with embarrassment."
Hence the tagline, "Your kids will never know" (that Capri Sun reduced sugar levels across its portfolio by an average of 40 percent). That slogan sounds risqué, in keeping with the campaign theme.
Mostly, it's a cute idea that should generate a few laughs while delivering the brand message. The work follows Capri Sun's "Break Free TV," also from GS&P, a five-part summer web series aimed at kids. Both that campaign and Juicio represent a category refresh of sorts, stressing whimsical entertainment over kitchen-table and playground scenarios.
Short videos are in the works touting the audiobook, ostensibly penned by "Samantha Craven."
"It's the perfect unassuming yet slightly euphemistic author name every Harlequin novel deserves," Mills says.
Of Lutz's selection, she adds: "We were trying to nail down the hair-blowing-in-the-wind persona that you'd associate with a romance novel, and Eric stole the show. He walked into the audition already in character and committed to the persona the entire time. He was Juicio!"
Well played, my man. Now go get a haircut.
Ad Agency: Goodby Silverstein & Partners
Client: Kraft Heinz Company
Title of Creative Work: Your Kids Will Never Know
Live Date: 8/15/22
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
Chief Creative Officer: Margaret Johnson
Creative Director: Tony O'Neill
Creative Director: Rony Castor
Art Director: Fabio Santoro
Copywriter: Pedro Furtado
Art Director: Angela Dai
Copywriter: Sam Carlson
Copywriter: Alexis Wilkinson
Designer: Tana Cieciora
Designer: Johann Vernizzi
Director of Production: Jim Haight
Executive Producer: Stephanie DeNatale
Senior Producer: Lorraine Schreyer
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
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Yelena Kompaneyets
Broadcast Traffic Director: Ruchele Eisenman
Broadcast Traffic Manager: Rowena Cuejilo
Finance Operations Manager: Sean Hay
Client Accountant: Alan Chunlun Su
GS&P FILMS RESIDENCE DIRECTORS PROGRAM
Executive Producer: JP Patterson
Directors: The Giraffe Sisters
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
Media Client Support
Director: Alyssa Kelly
Associate Director: Maddie Franke
Supervisor: Jennie Hubbard
Senior Associate: Diana DeLeon