Capri Sun Debunks Viral Internet Rumors About Iconic Pouches

The latest social-led campaign from Capri Sun moved at the speed of culture to lean into a viral rumour about its iconic juice pouches going away, turning fan frenzy into childhoods saved.

After the brand’s upcoming 2025 single-serve bottle innovation unexpectedly appeared on Instagram, the internet went wild with assumptions that Capri Sun was forever breaking up with its recognisable pouches. Within 24 hours of the post going viral, the fan-fave juice brand took the opportunity to reassure fans in an epic way.

With help from Kraft Heinz’s in-house agency The Kitchen and PR agency Zeno Group, Capri Sun, known for its fun and playful persona, set the record straight on Instagram and TikTok accounts to announce a pallet of 3,800+ Capri Sun pouches sold exclusively at Walmart.com. The pallet was created as a proclamation that 'the pouch is here to stay' and to ensure no one misses out on their favourite drink ever again.

Fans breathed a collective sigh of relief in response to Capri Sun’s nod to its iconic 'Respect the Pouch' ad campaign from the 2000s/2010s throughout its social platforms. Over the long holiday weekend, the social media announcement resulted in:

• Record-breaking TikTok growth as @caprisun_usa gained 115k new followers in the first weekend of the campaign
• A combined 11MM+ impressions and nearly 285k shares on the announcements across Instagram and TikTok.
• The 'pouch pallets' sold out in under two hours of going live on Walmart.com 

“It’s clear that consumers’ love for Capri Sun runs deep, so we wanted to harness this brand love in a playful way that embodies what our brand stands for. We quickly jumped into the conversation to reassure fans our pouches are here to stay and the fan response has been equally as epic.” said Jessica Barker, senior brand manager, brand communications, Capri Sun