One Capri Sun juice pouch takes a kid around 50 seconds to drink. That’s 50 seconds of silence for their parents.
Based on that insight, we packaged and sold Capri Sun as innovative wireless technology that cancels out sounds of loud children.
To launch, we created a hidden camera stunt at an electronic store, getting people’s reactions to the new product.
We sold a limited release in-store and online.
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Capri Sun is spoofing high-tech gadget marketing with an amusing back-to-school campaign from Mischief that positions its drink pouches as “kid-noise canceling technology” offering “50 seconds of calm”—the average time it takes a kid to suck one down—during the busy end-of-summer season.
The “Kid Noise-Canceling Juice Drinks,” packaged up to look like a headphones product, became available Monday on noisecancelingjuicedrink.com with no purchase necessary. The giveaway includes two pouches per box and a $100 credit to Taskrabbit—the platform that can allow harried parents to outsource some of their back-to-school chores to a Tasker in their area.
Mischief also put together the fun video below, where shoppers in an electronics store are introduced to the Capri Sun innovation.
With a lot of kids’ drinks, of course, those 50 seconds of calm are usually followed by 50 minutes of an amped-up sugar high. But Capri Sun, a Kraft Heinz brand, cut the sugar in its products by an average of 40 percent last year, by using monk fruit concentrate, so perhaps the peace will continue beyond the intake time. (You could also pick up 576 drink pouches and guarantee yourself a solidly peaceful eight-hour workday of quiet.)
“As a parent, I know just how valuable an extra 50 seconds of quiet time is, and the goal of this campaign is to let parents understand that Capri Sun Juice Drink can help buy them that extra and much needed time,” said Hunter Fine, creative director at Mischief.
The campaign is backed by paid social across Meta and TikTok, driving parents to the launch site, where a limited quantity of packs will be available each day.
“At Capri Sun, we know that back-to-school season is a hectic time and our goal through launching the ‘Kid Noise-Canceling Juice Drink’ is to show our appreciation for parents by providing them 50 seconds of calm,” said Samantha Mills, associate director of brand communications at Capri Sun. “When parents buy these new juice packs, they are buying themselves some much needed peace and quiet. Our partnership with Taskrabbit is a strategic effort to give parents what they really need—time to themselves without worry.”