Capri-Sun & Universal Studios launch the largest-ever global campaign

Capri-Sun, the iconic pouched children’s popular juice, has joined forces with Illumination Entertainment and Universal Pictures’ upcoming ‘Minions’ film – the brand’s biggest-ever global campaign, in more than 30 international markets including UAE, Oman, Qatar, Kuwait, Bahrain and Jordan. 

This campaign will be held from July 1st to September 30th 2015 in the UAE, and will delight fans with a host of activities and generate massive excitement in time for the 3D film ‘Minions’ debut in cinemas across the country during the Eid Al Fitr weekend.

Capri-Sun is manufactured and distributed in the UAE by the Abu Dhabi based AGTHIA Group PJSC. “We are extremely thrilled about this campaign. As the Minions movie is expected to be the biggest family film release in 2015, it gives Capri-Sun the opportunity to add greater value of entertainment to our popular fruit juices. Minions have added an exciting appeal to our pop-culture, something Capri-Sun is proud of endorsing,” said Fasahat Beg – Executive Vice President of Agthia Consumer Business Division. 

To ensure that the campaign is enjoyed by all Capri-Sun fans in the UAE, more than 1 million pouches will feature the most sought-after Minions characters. Four unique designs will be carried on each of the 4 flavours – Orange, Mango, Strawberry and Mixed Fruit. The campaign will also include a host of engaging and fun activities such as attractive premiums, brag-worthy collectibles and giveaways that will ensure plenty of collecting and trading fun. The campaign will enjoy a 360-degree visibility across all communication channels, including TV commercials, Facebook updates, amusing YouTube videos, and radio spots. The much anticipated Eid al Fitr weekend hosted sampling activities at cinemas in Mall of The Emirates & Mirdif City Centre in Dubai, and Marina Mall and Yas Mall in Abu Dhabi for everyone to have a first look and taste of the Capri-Sun & Minions collaboration.

Ever since the worldwide success of Universal’s Despicable Me, Minions have gained massive popularity and triggered much media hype. The movie’s official trailer on YouTube has already been viewed over 28 million times, while the Minions Facebook page boasts more than 32 million fans.