Kids neither need nor want to know that their juice drink has been changed. But parents do. Capri Sun has reduced sugars in its range by an average 40%. So Goodby Silverstein & Partners has created a campaign that purposely alienates kids and makes adults pay attention – in the most humorous way…

With a sexy, faux adult romance novel promo. Residence’s directors, The Giraffe Sisters, injected the spot with all the adult-teasing romance promo clichés. The parody commercial is the ultimate cringe for kids and an attention grabber for their parents.

The campaign, Your Kids Will Never Know, stars Juicio, its very own pseudo protagonist, complete with flowing hair, an open shirt, ridiculously tight pants and everything needed for kids to turn away, just in time for the lower sugar message to reach the parent. The campaign is running in online videos, social media via popular BookTok accounts and a seductive audiobook that’s filled with passion, suspense, and nearly half the sugar, ensuring listeners will be on the edge of their seats wondering, “Will her kids ever find out?” 

Your Kids Will Never Know follows the July launch of Break Free TV, a five-part mini-show designed to provide a sip-sized dose of entertainment for kids that champions better breaks, which was also created in partnership with Goodby Silverstein & Partners.