Capri Sun Brings Fan Favorite Back to Stores
Building on the success of last year’s Moon Punch launch, Kraft Heinz’s Capri Sun once again called on consumers to engage with the brand both digitally and in stores for a limited time.
This year, the popular flavor was rebranded as Blood Moon Punch in honor of the rare Blood Moon on March 3. The company’s digital and in-store efforts also reminded consumers about NASA’s upcoming Artemis II mission and its first crewed lunar flyby in 50 years.
The Instagram-led digital campaign launched at the end of February, announcing a 10,000-pouch giveaway for fans who snapped a picture of the moon and clicked the link in Capri Sun’s bio to enter. A dedicated promotional website (moon-punch.com) also invited consumers to enter the sweepstakes with the snapshots they captured of the moon.
Other social media activity included the opportunity for consumers to scan the moon through the Snapchat app for a chance to enter, as well as information and a call to action via influencers and deals pages on Instagram and TikTok. The giveaway ran from Feb. 25 through March 7, targeting the timing of the Blood Moon lunar event and Artemis II’s planned 10-day trip around the moon.
“After the overwhelming response to Moon Punch last year, our fans made one thing abundantly clear: they wanted it back,” Capri Sun’s director of marketing, Kristina Hannant, said in a media release. “Excitement around the moon is reaching new heights this year — from its dramatic deep-red glow to a historic crewed flyby — and as momentum builds, we knew Capri Sun had to be a part of it.”
Now in stores nationwide, Blood Moon Punch cherry-flavored juice pouches are packaged in 10-count boxes that feature eight different glow-in-the-dark moon phase designs. Retailers such as Walmart, Target, Kroger, Amazon and others are promoting the limited-edition flavor on shelves and online in packaging that features a reddish hue for all designs this year.
“Blood Moon Punch lets us tap into that cultural energy while giving fans exactly what they’ve been asking for,” Hannant said.
