Raise a toast to Capri Sun’s marketing team. They heard the gripes of Washington Redskins tight end Niles Paul and sprung into action, creating a viral moment for the juice-maker best known for its triangular foil pouch.
Though the lion’s share of Capri Sun’s fans are under 12, the 6-ft. 1-in., 233-pound Paul is wild about the stuff -- so much so that he bought a month’s supply at a local warehouse club earlier in the year. Problems set in when Paul’s teammates began mooching his juice. In fact, they were stealing from his stash so often that that Paul stopped bringing his favorite flavor, strawberry kiwi, to practice.
When the folks at Capri Sun, a Kraft Foods subsidiary, got wind of Paul’s problem, they came up with a winning solution. According to The Washington Post, the company sent him a specially designed case of his favorite juice -- along with the accompanying letter:
“We here at Capri Sun are very distressed to learn about the threat of juice-induced larceny committed against one of our drinkers. So we called in some of our most astute packaging engineers and developed a fail-safe method of protection, custom tailored for you.”
What did they do? They removed the straws from every container in the case, rendering them undrinkable -- except to Paul, who was supplied with a silver straw, engraved with his name and number and housed in a padded case.
Score this one a touchdown for Capri Sun marketers.