The new character, called Frootster, which has been developed as the latest member of Capri-Sun's brand gang called the Juiclings, will spearhead the promotion which gives children the chance to win prizes including Nintendo Game Cube consoles.
The competition-based campaign will see 30-second and ten-second TV ads running for a month on the children's entertainment channel Nickelodeon, to raise awareness of the on-pack cards that are being carried on promotional packs of Capri-Sun. By rubbing off four panels and matching four icons, children could win televisions and a Nintendo Game Boy Advance.
An online campaign will run across children's websites including Nickelodeon's nick. co.uk, ITV's citv.co.uk, Fox Kids Europe (foxkids.co.uk) and digit.co.uk, which will drive children to Capri-Sun's brand website planetjuice.co. uk.
The promotional concept and creative campaign for all media used has been developed by the agency magneticNorth. Copywriting was handled by Dave Bevan with art direction by Chris Gaffey.
Media planning and buying is through Walker Media.