There is no doubt that reality TV sells.
But, if I’m being honest here, advertising has not done a really good job at mimicking “reality-like” situations when it comes to spots. Many times they feel forced.
However, Leo Burnett has succeeded thoroughly with a new Capri Sun campaign starring Grammy-winning singer/songwriter John Legend.
With a “Disney’s Walk the Prank” type vibe, the campaign shows the ridiculous lengths that kids go to in order to get what they want.
A recently released two-minute video showcases an instantly likable brother and sister punking their mom in yoga class with the assistance of Legend. After speaking to the mother like a 10-year-old, Legend extols the benefits of Capri Sun.
“Now That We Have Your Attention” promotes four newly unveiled product lines made with all-natural ingredients and no added sugar: new Capri Sun Fruit Refreshers, Capri Sun Organic, Capri Sun 100% Juice and Capri Sun Fruit & Veggie Blends (formerly Capri Sun Super V).
“As a mom, I understand the importance of having options when choosing what to serve your kids,” said Kraft-Heniz/Capri Sun Vice President Melanie Huet.
“Many parents are looking for natural ingredients and less sugar in their kids’ diets, which is why we’re introducing four products made with all-natural ingredients and no added sugar.”
The creative team that includes Creative Director Aaron, Art Director Lauren Wetula and copywriter Kevin Goff have done a really great job here at capturing surprise, seeing Legend in a different light and making us talk about Capri Sun.
In addition to the new video, the launch campaign also includes social, digital banners, TV ads, print ads and in-store advertising.
Client: Kraft Heinz, Capri Sun
Campaign: “Now That We Have Your Attention”
Head of Beverages: Adam Butler
Director: Masha Ievseieva
Brand Manager: Steve Brown
Agency: Leo Burnett
Chief Creative Officer: Britt Nolan
Business Lead: Kristina Lenz
Creative Director: Aaron Pendleton
Creative Director: Miller Jones
Senior Art Director: Lauren Wetula
Account Supervisor: Abby Allsop
Account Executive: Jen Solomon
ACD/Copywriter: Kevin Goff
Agency Producer: Kimberly Cowie
Agency Talent Director: Peggy Walter
Strategy Director: Pushpa Gopalan
Strategist: Chase Donahue
Production Company: Integrated Dynamics
Executive Producer: Stephanie Marshall
Producer: Stephanie Marshall
Production Supervisor: Ocean Anaya
Asst. Production Supervisor: Jane Kifer
PR Agency: Olson Engage