Key Takeaways:
- Capri Sun's Moon Punch pouches glow in the dark for a stellar new twist.
- Fans can scan the moon via Snapchat to unlock a first taste.
- The campaign shows how brands can turn limited-time events into immersive experiences, using interactive tech in its packaging to spark curiosity and engagement.
Capri Sun is launching into uncharted territory with Moon Punch, a limited-edition glow-in-the-dark pouch inspired by the wonders of the night sky.
Helmed by creative agency Goodby Silverstein & Partners, the effort is timed to the upcoming Total Lunar Eclipse and transforms the moon itself into a scannable code.
Using Snapchat, fans can point their cameras at the moon to unlock an exclusive first taste of the cosmic cherry-flavored drink from the classic Kraft Heinz-owned drink.
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In a press release, Capri Sun Senior Brand Manager Jessica Barker shared her thoughts about the campaign:
"Whether you grew up drinking from the iconic pouch or are one of the millions of kids who name Capri Sun as their favorite drink, we strive to create moments of fun and discovery, helping to unleash peak kid energy with every poke of the straw."
From March 13 to March 14, fans who scan the moon through Snapchat can receive a free carton of Moon Punch along with a flashlight to light up the night sky.
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The luminous new pouches are rolling out nationwide, with a full-scale marketing push led by Carat for paid support, The Kitchen for social, and Zeno Group for PR.
Capri Sun proves that package design isn't just about aesthetics and function — it's also about having fun.
By turning its pouches into collectible, glow-in-the-dark products, the brand keeps its iconic format fresh while tapping into the excitement of a rare event.
Experience the Moonlight Glow
Moon Punch comes in eight collectible pouches, each designed after a different moon phase, encouraging kids and adults alike to get outside and experience the magic of the night sky.
The glow-in-the-dark design enhances the experience, making it a perfect companion for stargazers during the Total Lunar Eclipse on March 14.
Moon Punch is available for a limited time at Amazon, Walmart, Target, Kroger, and other major retailers.
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Also known as a "Blood Moon," the Total Lunar Eclipse occurs when the Earth fully blocks the sun's light, casting a reddish glow over the moon.
The event happens on average once every 2.5 years, making it a rare spectacle — and the perfect moment for Capri Sun's out-of-this-world release.
The Moon Punch launch caps off a year of firsts for the brand, following the debut of its multi-serve jug, a Walmart-exclusive pallet of pouches, and the first single-serve bottle in over 20 years.
Meanwhile, Heinz recently teamed up with Rethink for a limited-edition "Chip Dip" packaging.
