New York - Saatchi & Saatchi New York has launched a new integrated campaign this week for Capri Sun. The campaign, which marks the New York agency's first creative work for the Kraft Foods-owned juice brand, features digital, print and television components.
The first two spots for Capri Sun Super V vegetable-infused juice received AdWeek's "Ad of the Day" Award and began airing across the US early this week.
The first, titled "Mom", focuses on a hyper-protective mother who's able to give her son freedom to reign thanks to Capri Sun Super V.
The second, titled "Bear", tells the imaginative story of a young boy named Jake McClure who uses his Super V to take down a robotic "cy-bear" that attacks his suburban neighbourhood.