Challenge
Capri-Sun’s brand team needed a global website that really delivered. It needed to be optimised for desktop and mobile, provide users with key information in an intuitive way and, perhaps most importantly, convey ‘the taste of fun’ to each and every user.
Solution
We began by redeveloping the information architecture and site map to improve and boost SEO and more effectively educate gatekeepers on products’ nutritional and sustainability information. Taking a mobile-first approach, we made sure finer details were clearly surfaced and users were able to navigate the site with ease. We were also keen to ensure the site was easy to update and manage, so prioritised the ability to use existing campaign assets throughout.
Beyond pragmatic site architecture decisions, we couldn’t forget Capri-Sun’s brand personality, which is all about delivering ‘the taste of fun’ to audiences. We packed the site full of features that bring the brand to life: from playful animated elements – think lapping waves and splashes of juice – to brand mascot Sunny, who takes centre stage across the site.
Impact
Since launch, the site has been translated across 42 regions and 15 languages, and feedback from the Capri-Sun team has been overwhelmingly positive.
“Our new website delivers on every objective: it conveys ‘the taste of fun’ and makes it easy for audiences to learn more about our products, ingredients and sustainability efforts. Clever, creative work from Conran Design Group.”
Renée Oostdam, Senior Global Brand Manager Communications, Capri-Sun Group
