"It's what you can do with an idea that's different," Lazarus said. Yet another original idea centered around much the same challenge of breathing new life into a tired product. Capri Sun is a beverage with very different packaging - not a bottle, not a jar, but a 200 ml. foil/plastic pouch. The tropical-themed refreshment was popular in the '80s, Lazarus explained, but "had not done much since then."
It's original consumers had long since moved onto coffee, and there was a target audience of six-to-11-year-old children who were being underserved - a "buzzworthy and respectable group," Lazarus called them.
To start kids talking - and, more specifically, spreading the word about Capri Sun - Ogilvy created a series of 30-second spots with identical set-ups but different ends. "They were sort of irreverent commercials that showed what happened when children didn't respect the pouch. They had an element of suspense. And they invited parody. 
http://www.kraftbrands.com/caprisun/ "Six-to-11-year-old boys love playing games," Lazarus reported. And, because Web 2.0 is as familiar to this demographic as tap water, they fulfilled their viral promise with a series of imitative spots:The agency, in kind, returned the fire with video games and a "Rayman Raving Rabbids" Wii game planned for launch in time for the Christmas 2008 season.
Lazarus' bottom line to the campaign was the same she used to describe the Obama effort: "If you think it, you can do it."
http://www.youtube.com/watch?v=-SesasYdKVI
http://www.youtube.com/watch?v=5YRigdFPeLg
http://www.youtube.com/watch?v=m-Gy0_ncqlM
http://www.youtube.com/watch?v=RGfS7zJ0ek0
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