A groundbreaking campaign by iProspect sets new benchmarks for Capri Sun in the UK market.

Capri Sun’s latest collaboration with Dentsu-owned marketing agency iProspect has delivered extraordinary results, achieving a 17% increase in sales for the Orange Zero Sugar variant across the UK. The campaign, which utilized digital out-of-home (DOOH) advertising, proved especially effective in stores located close to the advertised areas, where sales soared by an impressive 24%.

The Power of Strategic Advertising

The campaign’s success is a testament to the power of combining bold creative assets with strategic insights. Capri-Sun UK Senior Marketing Manager Anke von Hanstein shared her enthusiasm about the campaign’s performance:

“We are delighted by the results of the campaign. By combining bold, eye-catching, and audience-relevant creatives with unique insights on behaviour and impact, we were able to promote the advantages of our zero-sugar range to key audiences.”

The campaign’s focus on Capri Sun’s zero-sugar product range aligns with the brand’s broader strategy to tap into the growing demand for healthier beverage options. This effort not only helped increase market share but also boosted awareness among health-conscious families, a key demographic in the UK.

A Holistic Approach to DOOH Advertising

Running from April to September, the campaign leveraged iProspect’s expertise in DOOH to reach over 14 million people and generate more than 30 million impressions. The creative strategy involved a mix of roadside billboards, play centre ads, and other high-impact placements, ensuring that Capri Sun’s message resonated across multiple touchpoints.

This multi-faceted approach played a pivotal role in driving engagement and sales. As iProspect CEO James Bailey explained:

“2024 has been incredibly rewarding. We have launched a new product range with new innovations for iconic household brands like Capri-Sun. The campaign took a completely holistic approach to engagement, moving from only point of sale to include roadside and play centre ads that delivered tangible results on Capri-Sun’s bottom line.”

By targeting families in locations where they live, work, and play, the campaign ensured that Capri Sun’s zero-sugar message reached its intended audience with precision.

A Strategic Investment in Capri Sun’s Future

The campaign marks a significant milestone for Capri Sun, showcasing the brand’s commitment to innovation and growth in the UK market. As von Hanstein noted, the results reflect a deliberate investment in the future of the Capri Sun brand:

“The campaign marks another significant investment in our brand and its future in a key European market, as we continue to focus on increasing market share and awareness of our range of products.”

The focus on zero-added sugar products highlights Capri Sun’s response to changing consumer preferences. Families are increasingly seeking healthier beverage options, and Capri Sun is well-positioned to meet this demand through innovative marketing campaigns like this one.

Setting New Standards for DOOH Success

iProspect’s campaign serves as a case study in the effectiveness of DOOH advertising. By leveraging technology to deliver bold, relevant messaging, the campaign demonstrated the unique ability of digital outdoor media to drive tangible business results.

The reach of the campaign was amplified by its strategic placements. Roadside billboards captured the attention of commuters, while ads at play centres connected with families in a more personal context. This layered approach maximized engagement and helped Capri Sun stand out in a competitive market.

Looking Ahead: A Promising Partnership

The success of this campaign has set a strong foundation for the future. Capri Sun and iProspect are already planning their next collaboration, aiming to push boundaries and deliver even greater results.

As Bailey concluded:

“We are all excited to partner on the next campaign and continue to push boundaries.”

Why DOOH Works: Key Insights

• Localized Impact: Stores near DOOH ads saw a 24% sales increase, showcasing the importance of location-based targeting.
• Massive Reach: Over 14 million people engaged, with 30 million impressions generated.
• Health-Focused Messaging: Highlighting the benefits of zero-added sugar resonated with families seeking healthier choices.
• Creative Execution: Eye-catching visuals and strategic placements drove both awareness and sales.

Conclusion

This campaign demonstrates how a well-executed DOOH strategy can elevate a brand’s presence and deliver measurable outcomes. By combining creativity, technology, and a deep understanding of consumer behaviour, Capri Sun and iProspect have shown the potential of outdoor advertising to transform brand performance.

Capri Sun’s success in this campaign is a reminder of the enduring power of innovation, not just in product development but also in the ways brands connect with their audiences.

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