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Social media spotlight: Capri Sun engages formidable mommy blogger community in new campaign

Submitted by on January 28, 2013 – 9:16 amNo Comment

Kraft Foods’ juice brand Capri Sun has launched its biggest social campaign to date, with a little help from one of the most formidable communities online: mommy bloggers.

The ‘Seize the Day’ campaign tells the story of idealized boy Jack, a ‘kid extraordinaire’ who spends his time enjoying sporting, voluntary and cultural pursuits to the max, thanks presumably to the juice he can be seen guzzling in every single frame of the campaign video.

Moms are called upon to encourage their kids to emulate this attitude and stand to win $2,500 for doing so. All they need to do is like the page and upload a picture of their kid similarly seizing the day. “We know your kids are extraordinary, too,” beams a bespectacled-Jack, who is incidentally wearing a get-up most kids his age wouldn’t be seen dead in.

A phrase like this is catnip to competitive moms, all keen to demonstrate how much more extraordinary their child is compared to the next (remember Lush’s kid-centric waste campaign?), so despite the campaign’s relatively recent launch the app has seen several submissions of kids sledging in arctic conditions, skateboarding down highways and brandishing a bow and arrow in front of a native tribesman in an unspecified jungle. All pretty extraordinary stuff. Luckily there’s also a ‘photobomb’ category, where presumably less proactive children also get their fifteen minutes of fame.

Underpinning all this are a selection of educational, helpful and chatty articles aimed at moms looking to get their kids seizing the day. Not written by ad-agency copywriters, mind, but by established mommy-bloggers with their own fan-base and undoubtedly an audience ready and willing to follow them wherever they go. Good news, no doubt, for the campaign’s click rates.

Cynicism aside, though, and Capri Sun have laid on a solid campaign that delivers a strong and important message about children’s health in a fun and engaging way. That is also appeals to proud maternal instincts and has a ready-made following simply means another gold star for the company and its smart social strategy.

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