Capri Sun is a familiar favorite and it gets a refreshing update with the launch of its new bottle dubbed the Big Jug. It is detailed with vibrant accents and holds 96 oz of juice. The nostalgic drink speaks to 90s kids as they grew up with the beverage. This is ideal for families who are looking for a more sustainable option when it comes to packaging.
Senior brand manager at Capri Sun, Jordan Mann states, "With this larger format, everyone, including kids at heart, can bring a piece of their epic childhood to parties, summer gatherings, and even dinnertime at home. We’re now able to delight those fans that grew up on Capri Sun with an offering that suits their needs. They’ve outgrown the serving size of the pouch, but not their love for Capri Sun."
Childhood-Inspired Juice Rebrandings
Capri Sun Unveils New Packaging with the Big Jug
Trend Themes
1. Sustainable Packaging - The introduction of the Big Jug taps into the growing demand for eco-friendly packaging solutions that appeal to environmentally conscious families.
2. Nostalgia Marketing - Capri Sun's rebranding strategy leverages nostalgia, capturing the attention of adults who seek to reconnect with beloved childhood memories.
3. Upsized Beverage Containers - The new 96 oz Big Jug format caters to consumers' preferences for larger, more convenient beverage options for social gatherings and family use.
Industry Implications
1. Beverage Industry - The beverage industry can explore upscaled packaging solutions to meet consumer demand for larger, family-sized options that diverge from traditional single-serve formats.
2. Sustainable Packaging Industry - This rebranding enhances the role of the sustainable packaging industry by showcasing a popular brand's shift towards eco-conscious container solutions.
3. Marketing and Advertising Industry - Incorporating nostalgia into branding strategies offers the marketing and advertising industry inventive ways to engage adult consumers who have an emotional connection to long-standing products.