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Capri-Sun Activation

Sodium Brand Solutions partnered with Capri-Sun (CHI Limited) to deliver playful, family-focused activations, centered on Capri-Sun’s “Back-to-School” campaign. The goal was to deepen brand affinity among both kids and parents by blending joy, education, and engagement; reinforcing Capri-Sun’s promise of fun, natural refreshment.

Challenge

Capri-Sun wanted to drive relevance and excitement during the school resumption period, while rewarding loyal young consumers. The brand needed a campaign that could deliver both utility (school supplies) and emotional connection; making Capri-Sun a fun part of children’s academic journey, not just their snack time.

Strategy

Sodium Brand Solutions’ strategy focused on a consumer promotion and retail activation across Nigeria. By leveraging Capri-Sun cartons as a medium of engagement, the campaign inserted “Edu-Kits” into select 200 ml cartons to create a meaningful reward system. At the same time, on-ground and retail touchpoints were used to amplify excitement, encourage trial, and deepen the brand’s connection with both kids and their parents.

Execution

Promo Design

We created a “Back-to-School” promo where special Capri-Sun cartons contained an Edu-Kit with school supplies; pencils, sharpener, scissors, and eraser – turning each drink into a learning tool.

Packaging

During the promo, Capri-Sun cartons were redesigned to be more vibrant and visually distinct, making them instantly recognizable to kids and parents.

Channel Activation

The promo was supported with a broad media push – TV, radio, print, and digital channels; to reach families nationwide.

In-Store Engagement

At key retail outlets, brand ambassadors and POS materials helped highlight the special cartons and promo mechanics, driving visibility and purchase intent.

Impact & Results

Through this activation, Sodium turned Capri-Sun from just a drink into a powerful moment of connection: kids don’t just sip — they learn, hope, and feel rewarded. By combining functional rewards (school kits) with emotional engagement, the brand strengthened its relevance, built loyalty, and deepened its place in daily routines.
  • The Back-to-School campaign ran for five weeks, making a timely impact during a high-attention period
  • Thousands of Edu-Kits (school supplies) were distributed, turning Capri-Sun cartons into purposeful rewards and reinforcing Capri-Sun’s value beyond refreshment
  • The campaign reportedly increased shopper traffic and carton sales in modern trade and neighborhood stores, fueled by the attractive packaging and reward incentive.
  • Brand messaging around “fun + education” resonated with parents, as media coverage highlighted Capri-Sun’s natural ingredients and wholesome appeal.
capri sun hoops

Key Takeaways

1

Reward-based promotions drive engagement

Giving away school essentials in product packaging creates real utility and encourages repeat purchase.

2

Strategic timing matters

Aligning the promo with the school resumption period maximised relevance and reach.

3

Omnichannel amplification

Supporting the activation through TV, radio, digital and retail touchpoints helped turn a simple drink promo into a memorable, value-driven campaign.

Clear Answers to Help You Move Forward

We simplify every step of working with us by giving you direct, honest answers to the questions brands ask most. From project timelines to activation processes and deliverables, our FAQ helps you understand how we operate, what to expect and how we ensure clarity, quality and accountability on every brief.

No. We can execute outside the shores of Nigeria. Over the years we have created memorable experiences for brands across Eastern, Western Africa and even the United Kingdom.

Over 16 years.

Experiential marketing is a set of marketing techniques that create memorable experiences (Interactions) between an organization, its brand/products and target consumers with the ultimate goal of delivering a strong and measurable Return on Investment.

  1. Coca-Cola Share-a-Coke Campaign – Mass customization ofnames on Coca-Cola Cans across multiple touchpoints (Institutions, Malls, High Traffic Areas) PAN Nigeria.
  2. 5Alive Pulpy Launch Campaign- Launch and experiential sampling of 5Alive Pulpy across several touch points (Tertiary institutions, NYSC Camps and Estates) PAN Nigeria.
  3. Coke Studio Season V Consumer Launch – An experiential event to officially Launch the Coke Studio Season V Television Programme where select consumers and key stakeholders converged for an amazing evening with the Brand

Experiential marketing has no fixed cost. Costs are based on the tools deployed and magnitude of activation scope per campaign/project.

Experiential campaigns can be run any time of the year.

Yes, we can create Premiums but it comes at a cost

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