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
"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.