Impactful Product Launch
Capri Sun is one of the best-known beverage brands in the international consumer goods market. The company is particularly famous for its iconic drink pouches, which have shaped the image of convenient on-the-go refreshment for decades. The brand was established in the 1960s and has since grown into a globally recognised name. Today, billions of pouches are produced every year and distributed across numerous international markets. In Germany, where many consumers still remember the brand as Capri-Sonne, Capri Sun has long been part of everyday life and continues to evoke strong childhood memories for generations of consumers. For this project, IP Adelt worked directly with the Capri Sun team in Germany and the company's international headquarters in Switzerland. The project focused on a Europe-wide product relaunch and the development of a customised presentation solution to support the new product introduction. As a leading mass-market consumer brand, Capri Sun reaches a broad target audience while combining extensive market reach with a highly distinctive brand identity. Its global presence, strong brand recognition and emotional connection with consumers make Capri Sun a particularly exciting partner in the consumer goods sector.
For the Europe-wide launch of a new electrolyte-enriched soft drink, Capri Sun was looking for an impactful way to introduce the concept as part of a targeted PR and marketing campaign. The aim was to position the brand in a new context and appeal to a younger, sports-oriented audience. With “Capri Sun with Electrolytes”, the brand was deliberately moving into the functional drinks segment, focusing on attributes such as activity, fitness and a modern, health-conscious lifestyle. This new brand message needed to be consistently reflected in the product presentation. Two key target groups were at the centre of the campaign: influencers, food bloggers and social media creators on the one hand, and retail buyers, decision-makers and international distribution partners on the other. The requirements were therefore particularly demanding: the presentation solution needed to create an emotional impact while remaining professional and persuasive in a B2B context. The specific challenge was to develop a customised presentation concept that combined several elements in a premium and cohesive way. Alongside the beverage samples, branded promotional items such as a fitness band and sports socks had to be integrated into a consistent overall presentation. The products themselves presented a particular structural challenge: Capri Sun's iconic drink pouches are soft, pressure-sensitive and flexible, making them difficult to secure while still presenting them attractively. In addition, the project had to meet a clearly defined budget and an extremely tight timeframe of just three weeks. Around 500 individually packed presentation boxes had to be produced, assembled and shipped across Europe to approximately 50 different recipients, ranging from individual addresses to consolidated shipments for international markets. The logistics were equally demanding, with deliveries to more remote regions such as Iceland and the Faroe Islands requiring specialised shipping solutions, including air freight.
Inspiration for Promotions, PR and Product Presentation
For the product launch, IP Adelt developed a premium presentation box specifically designed to showcase the brand and its new product. The solution featured a sturdy fine-corrugated board box, laminated on both sides with printed paper and a matt film finish. This production method not only created a premium tactile experience but also ensured a high level of stability. From the moment the box was opened, the new brand world came to life. The inside of the lid featured a dynamic visual composition presenting the product in a sporty setting. Selective high-gloss varnish applied to the illustrated pouches created a striking contrast with the matt surface, adding visual depth and making the products stand out. Inside the box, a custom-made insert securely and elegantly accommodated all components. The branded promotional items – a fitness band and a pair of sports socks – were positioned centrally, with the two drink pouches arranged on either side. Presenting the soft and flexible pouches posed a particular challenge. Instead of using a conventional fixing method, IP Adelt opted for a deliberately staged solution: the drinks were embedded in colour-coordinated tissue paper. By carefully crumpling the material, a soft and protective bed was created that securely held the pouches in place while giving the presentation a premium, carefully curated appearance. The colours of the tissue paper were precisely matched to the individual flavours – from vibrant orange for mango to a bold shade of pink for wild berries. The result was a cohesive overall presentation that visually connected the product, presentation box and brand message.
The Capri Sun project is a perfect example of one of IP Adelt's key strengths: combining creative development, technical expertise and comprehensive full-service support. From the initial idea and the structural development of the box and insert through to final production, IP Adelt closely managed the entire process. In addition to the technical development, the team contributed creative ideas, supported the preparation of print data and provided expert advice on material selection – particularly when coordinating the colours of the tissue paper. A major part of the project also involved operational implementation: around 500 presentation boxes were individually assembled, packed and shipped to more than 50 addresses across Europe. Deliveries ranged from individual shipments to consolidated consignments for international markets. IP Adelt also handled the entire shipping process, including tracking and coordination. The result speaks for itself: every shipment reached its recipient reliably and without damage, even where complex international shipping requirements were involved. The impact of the presentation boxes on the selected influencers, media contacts and business partners was also consistently rated positively by the customer. Particularly noteworthy was the feedback from Capri Sun itself. In addition to the high quality of the finished solution, the customer especially praised the exceptionally close and professional project support. The combination of fast response times, solution-oriented advice and personal service was described as rare in this form – a standard that IP Adelt consistently strives to maintain.
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