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首页> 外文期刊>Advertising age >CAPRI SUN GOES TRANSPARENT
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CAPRI SUN GOES TRANSPARENT

机译：CAPRI SUN是透明的

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Capri sun is embracing transparency-literally and figuratively. The kid's beverage brand has been suffering from awareness issues and a lack of differentiation, with one exception: a smattering of news stories about mold occasionally found in its drinks. In response, Capri Sun is introducing a campaign and a clear-bottomed package that allows consumers to get a good view of what's inside. Greg Guidotti, senior director of ready-to-drink beverages at Capri Sun marketer Kraft Foods, said its research found 14 of moms are aware that common food mold has been found from time to time in the brand's pouches. But the conversation around the incidents has changed dramatically in recent years. "The level to which things are accentuated in social media-it really changed the way we wanted to engage with moms," he said. "We want to offer empathy and offer it with transparency."
机译：Capri sun transparency-literally和拥抱打个比方。患意识和缺乏的问题分化,但有一个例外:少数对模具偶尔发现的新闻故事它的饮料。一项运动,清澈见底的包让消费者得到一个好的观点的在里面。即饮饮料Capri Sun营销人员卡夫食品,其研究发现,14%的母亲说知道常见食物模具被发现从品牌的袋。谈话在事件已经改变了近年来显著。都是强调在社会媒体它真的改变了我们想与妈妈,”他说。透明度。”

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