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Capri-Sun

The drop

6 5 d b
What if Capri-Sun moved from being a leader in street culture to a leader in streetwear ?
The context

The codes of the street

Capri-Sun is seeking to establish its legitimacy among street communities by integrating their codes and customs and has therefore decided to launch a capsule collection.

The insight

From pure kiff to pure kiffeur (from pure pleasure, to a pure pleasure seeker)

The exclusivity of the pieces and the ultra-limited stocks are what make streetwear so special.

The plan
Infiltrate the world of rap with freestyle

A collaboration with rapper, Doria, who wore the capsule items for the release of her freestyle. Capri Sun also launched its drop on its Instagram account.

Merch Capris-Sun

At the same time, 4 influencers shared content to introduce the collection and offer people the chance to win items of the drop on Capri Sun’s Instagram account.

6 5 D B
Implementation
A national drop which got the whole of France moving
Results
The drop
7.10%
engagement rate
52K
in reach
>10%
Instagram subscribers
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