Clients

Client - Deutsche SiSi-Werke GmbH & Co. Betriebs KG
Product - Capri-Sonne, 330ml Apple

Background Information
Apple: Cool refreshment for young people on the go
Apple is the fourth flavor in the product portfolio of Capri-Sonne in a re-closable 330ml pouch. This latest member of the tall Capri-Sonne family tastes of green apples, making a popular favorite. Apple is the top-selling fruit-juice flavor in Germany. Featuring 30% less sugar than comparable beverages and no sweeteners, Apple is a fruity thirst-quencher for kids and adults alike. Apple comes in a re-closable pouch, making it the perfect companion for leisure, sports and trips.

International refreshment
Apple is not only released on the German market - it will also be available in Austria, Switzerland, Portugal, Italy, Sweden and Denmark. The new flavor will also provide fruity refreshment on the islands of La Réunion in the Indian Ocean and the French West Indies in the Caribbean.

Challenge
Regarding the launch of the new product, Capri-Sonne focused on increasing its brand awareness and driving trial. The main challenge was getting consumers to stop in the store aisle by offering them a highly innovative taste sample. The brand chose to set a new trend and be the first to introduce Peel ‘n Taste® as a creative sampling vehicle to the home market. 

Solution
From February to March of 2010, Capri-Sonne Germany supported the launch of its new fruit juice drink with an in-store campaign in 4,000 stores in Germany and Switzerland. Apple flavored Peel ‘n Taste® taste samples were put into dispensers which were attached to cut-box display header cards and used to sample their new flavor and drive trial.