On average, young children in the US have 2.7 hours of homework and 5.3 hours of structured activities scheduled in each week, on top of school and chores. This leaves little space for them to have unstructured break time where they can explore what they like independently.
Kids’ fruit juice brand, Capri Sun, wants to put free time back on the agenda. The brand that says it provides kids with a mini-break as they drink is championing better breaks with a new content series, Break Free TV. Instead of running ads telling kids to enjoy more free time, the iconic juice brand has created a mini entertainment moment that helps kids do just that.
The idea comes from Goodby Silverstein & Partners.
No two episodes feature the same storyline or medium, intentionally, but rather five unique shorts that bring fun, simple and creative content to kids allowing them to break free of the realities around them – ultimately letting kids just be kids. The content stars a rapping bee, a self-aware bubble, naughty clouds, a laugh designer and a cushion that doesn’t like being sat on. Claymation, puppetry, animation, CGI and stop motion were used to bring each script to life. Each episode kicks off with a captivating intro, where a kid gets sucked into the Capri Sun world via the brand’s famous yellow straw.
The campaign aligns with several campaigns from Kraft Heinz this past year. The company is continuing to place a core emphasis on creativity and its consumers in everything each brand does. Capri Sun’s Break Free TV is another example of how Kraft Heinz is doing just that, evolving to meet consumers where they are (i.e. kids on YouTube) and be more engaging in a culturally relevant way. The YouTube show is also part of Capri Sun’s larger brand strategy to drive independence and ensure kids “seize childhood by the pouch”.
Capri Sun created the irreverent 5-part mini-show, via Goodby Silverstein & Partners, and London animation studio, Blinkink. Blinkink animation director, James Papper, brought various animators together to create Break Free TV, ranging from obscure Instagram artists, to seasoned vets, who have worked on Adult Swim, Fantastic Mr Fox, Isle of Dogs, music videos for Drake and more.
