Capri-Sun launches online world for kids

Coca-Cola Enterprises will focus the relaunch of its fruit drink

brand Capri-Sun online using a Flash-based interactive web site. Created

and developed by agency Magnetic North, planetjuice.co.uk is part of a

pounds 1 million consumer push and is aimed at the drink's target

audience of seven to 11-year-olds.



Kids are invited to choose a mood, such as chilled or cheeky, before

entering the site. Users are then assigned a character, each

representing a flavour of Capri-Sun, that they can dress and change

using an interactive colour changer.



Planet Juice then enables users to go on to play interactive games that

they can either play alone or invite a friend to join.



David Wallwork, head of category development at Coca-Cola Enterprises,

said the company sees the site at the heart of its promotional

activity.



"We've created what we hope is a really good online environment for kids

to interact securely with each other and the brand," he said.



Capri-Sun originally introduced a web site for the drink in 1997, but

the company was keen to take it forward and also to focus more on

children rather than their mums. "We were asked to create a vibrant and

fun brand and make it desirable to kids, as they previously didn't have

any emotional attachment to Capri-Sun," explained Janet Harrison,

broadcast production director at Magnetic North.