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1 2 3 4 5 6 The German SiSi-Werke located in Heidelberg/Eppelheim have been producing and marketing the fruit drink Capri-Sonne® in the characteristic drink pack with straw since 1969 in Germany and Europe.
The drink brand Caps® targets the group of mobile young consumers with its innovative resealable drink pack, the spouted pouch.
The isotonic electrolyte drink with low glycemic index is the ideal drink for sportsmen and women with stamina. The unique combination of natural fruit sugar and wheat dextrine means a sustained constant energy supply. CAPS returns to the body what it has lost in sport: POWER, ENERGY and LIQUID.
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Design and realisation of a nation wide multi-tiered sales promotion campaign for the relaunch of the sport drink CAPS with improved recipe and new design.
Objective: Repositioning of the product as isotonic and natural sport drink in the sporting target group. Driving of sales in retail and aiming for listings in the sport retail channel.
Under the motto “Every kilometre you manage counts“ a campaign was designed with which consumers are actively motivated to increase their personal stamina with CAPS and suitable training.
Via the differentiated deployment of measures in the classical PoS, sport retail and web presence consumers are intensively encouraged to come in contact with the stamina enhancing product qualities of CAPS.
In support of the placement promotion in retail (lottery and special placement) the specialist sport retailers are actively involved via personal promotions. Here consumers can prove their stamina and performance, reinforced with product samples, on an ergometer and are subsequently rewarded with a prize.
Supporting advertising:Sales folders, displays and top signs, competition tickets, shelves, roll-up displays and branded ergometers and prizes.
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