The competition, Burp Extreme, is hosted at Capri-Sun's website and will allow kids to choose one of the brand's juicing characters. They will then be able to create weird and wonderful burps to attain a place on the burping hall of fame and win prizes, including a PlayStation2.
The campaign, created by the interactive agency MagneticNorth, is backed with online media activity planned and bought by i-level.
It launches in September, targeting seven- to 12-year-olds. The Capri-Sun brand is owned by Coca-Cola.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.