The Ask: To broaden Capri-Sun’s market reach to young adults, without losing its childhood charm.

The Insight: In the complexity of adult life, millennials and Gen Z crave the emotional comfort of childhood memories.

Our Objective: Shift brand perception from a kids-only juice to a nostalgic favorite for grown-ups.

Our Strategy: Tap into collective nostalgia through familiar flavors, playful visuals, and retro-inspired experiences.

At a glance:

Team Project with Isabella Merena, Charlene Liu, and Ellen Wang

The Brand We All Know

Capri-Sun has been around since 1969, known for its iconic pouch and all-natural juice. Without flashy ads, it became a trusted go-to for parents and kids.

Iconic Pouch Packaging

#1 Kids Favorite Juice

Healthy No Preservatives

All Natural Ingredients

Classic Taste

…

Capri-Sun was a luchbox staple — a symbol of recess, summer, and carefree joy.

The Problem

While still beloved by parents and kids, Capri-Sun had a blind spot: the adults who grew up with it are now aging out, even though their emotional bond to the brand remains.

The Chance

We saw a chance to reconnect with young adults — not by changing who Capri-Sun is, but by reminding them who they used to be.

New Brand Positioning

Capri-Sun is no longer just for kids — for millennials and Gen Z adults who still carry a piece of childhood. It's a feel-good favorite that bridges the past and present, offering a playful escape to simpler times through its classic taste and packaging.

  • Aged 22-35

  • Single, young couples

  • Well-educated

  • Middle to upper income

  • Urban residents

Target Audience

Demographic

Behavoral

  • Always keep up wth new trends

  • Actively engage in social media

  • Likely to continue traditions they experienced in their childhood.

Psychographic

  • Adventures

  • Seek emotional comfort

  • Reminisce about the simplicity and happiness of childhood

  • Still feel like child in deep heart

Insight

Facing the complexity of adult life, millennials and Gen Z seek comfort in nostalgia, yearning for an emotional connection to their carefree childhood.

Strategy

Position Capri-Sun as a nostalgic ritual that offers young adults a moment of playful escape in their everyday lives.

“Embrace Your Inner Child”

The Idea

Not just for kids anymore, but for the kid in all of us.

How We Brought It To Life

1

X

A playful AR experience that let you “become a child again”

Take a selfie together with your childhood friends using the Capri-Sun filter and #caprisunchild

2

OOH Bus Stop

We redesigned the bus stop as a whimsical, childlike environment, turning the dullest part of the day into a nostalgic escape.

3

Juice Dispenser Pop-Up

Placed in public areas, Capri-Sun dispensers offered free juice, pouches, and a throwback moment to share with friends.