Innovation that . . . Disappoints?

Brought to life by the agency, Mischief @ No Fixed Address, this Capri Sun ad hit social media in early August.

In their video, a few kids participated in a blind taste test of the newest Capri Sun flavor: filtered water. In gaging their responses, it was easy to see that they were all disappointed. Yet as 2020 has continued to show us, we don't always get what we are expecting.

"We're sorry, kids. You're welcome, Parents."

This campaign's tag line recognizes that this new product does not live up to the sugary goodness standard of regular Capri Sun juices. Still, it addresses a legitimate problem that I'm sure many did not even consider when thinking about what the return to schools may look like.

It's so simple. It's water – in a juice pouch. Kids need water, even if the school day doesn't factor in trips to the water fountain – or "the bubbler" as my mother, unfortunately, grew up saying. It recognizes the weirdness of this time. Imagine being a tiny person amid the pandemic. What would even consider normal to be? This generation is growing up in a seemingly dystopian period of wearing masks and closing playgrounds, and going to school over a computer.

Capri Sun is bringing a little normal back to kid's lives with their filtered water pouches. Kids in Granite City, Colorado, will be receiving Capri Sun We're Sorry It's Not Juice during the school day as they return to the classroom. In an attempt to limit the number of germs that kids will undoubtedly give each other, this is a great response.

There is humor in it too. Watching these little kids describe what was really just the taste of water made me smile. My favorite comment is from a little girl who said, "It tastes like my mouth." Personally, this spot made me think back to elementary school and being in lunch lines and playing four-square during recess and riding those little scooters around in gym class. I feel for these kids and hope that the generations who are raising them can get their shit together a little more.

This campaign's target audience encompasses parents, kids, teachers, school boards, and anyone who enjoys drinking out of juice pouches. It is a relevant product given the time we are in, and it allows for Capri Sun to expand their business. As kids begin to go back to doing regular kid things, this product will follow. Whether it's soccer games, play dates, or summer camps, kids need to be hydrated, and parents don't want refined sugars – or COVID-19.

"When we were all little, we imagined impossible things because one had yet told us what impossible was."

Scrolling through their website and Instagram, it can be seen that Mischief is an agency focused on the future and on redefining products to fit the needs of society as we evolve. Reimagining products for children that directly address and improve their position is no small feat, but Mischief and Capri Sun were able to create something extraordinary.