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Capri Sun, the iconic brand kids and families have loved for generations, recently reduced the total and added sugars across its entire original juice drink portfolio by an average of 40%, while still delivering the great taste kids love. Inspired by the idea that parents will love a healthier option while kids will care only about the delicious taste they know and love, Capri Sun is masquerading the lower sugar news in a brand new campaign titled ''Your Kids Will Never Know.'' In collaboration with Goodby Silverstein & Partners and directed by The Giraffe Sisters via RESIDENCE, the saucy, tongue in cheek campaign touts the news to parents through a faux adult-romance novel. Leveraging romance, the ultimate cringe for kids, the campaign aims to purposely alienate kids - because not only do kids not have to know about the lower sugar news, with the great Capri Sun taste they love, they’ll never need to know.
Credits
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Client
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
Agency
Designer: Tana Cieciora
Designer: Johann Vernizzi
Production
Director of Production: Jim Haight
Executive Producer: Stephanie DeNatale
Senior Producer: Lorraine Schreyer
Account Services
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
Business Affairs
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Yelena Kompaneyets
Traffic
Broadcast Traffic Director: Ruchele Eisenman
Broadcast Traffic Manager: Rowena Cuejilo
Finance
Finance Operations Manager: Sean Hay
Client Accountant: Alan Chunlun Su
Production Company
GS&P FILMS RESIDENCE DIRECTORS PROGRAM
Executive Producer: JP Patterson
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
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