When kids were finished with their juice pouches at lunch time, they were filling them with air and popping them. Capri Sun was on the brink of being outlawed during school lunches. Introduce the “Respect the Pouch” campaign where kids who were jerks to the pouch were called “Disrespectoids.”
The team created a site that provided games and video content to interact with after school. Here, for my part, new Disrespectoids were announced by giving kids the ability to vote for the one who ends up in a new TV commercial.
• 2010 Webby Honoree – Best Use of Online Media
• 2011 ONE SHOW - Branded Entertainment
• Gold Effie – Beverage, Non-Alcoholic
• Grande Effie – Finalist