Edu & Leo . Cappy -

014 — Cappy

CAPPY

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Cappy, Europe's Minute Maid counterpart, has always been synonymous with joyous families, delightful breakfasts, and... orange juice.

It was in this scenario that we should launch their new lemonade flavours and position them as the perfect company for weekday lunches. Yep, right in the moment when people turn the autopilot mode on and scroll down their phones to forget about their boring routines.

But sometimes all you need to break this autopilot mode is a little push. Or a little kick.

Introducing: The Citrus Kick Effect

CAMPAIGN

How far can a sip take you?

Our goal here was to inspire people to break out of autopilot by inviting them to try something new, even if that "new something" was as simple as a lemonade. After all, starting small, people can make big changes to their lives.

PS: Since one of the campaign's KPIs was collecting first-party data, all the ads led consumers to a digital experience within the Coca-Cola Company environment.

DIGITAL
EXPERIENCE

Then, using the zestiness of our lemonades as the starting point for a series of silly thoughts, that could lead our consumers to big things - or not - we teamed up with OpenAI to create a digital experience with unique videos to inspire them to break the autopilot.

Once they embarked on the journey that began with a sip of Cappy Lemonade, all they had to do was answer a few highly scientific questions, like the ones below, and let the magic unfold.

For the first time ever, we’ve developed an autonomous creative content tool that can whip up unique video stories every single time. Not thousands nor millions, but infinite unique stories to give our consumers a small taste of the incredible things that can happen - or not - just after a sip of Cappy Lemonade.