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    Mischief Makers Put Filtered Water In Capri Sun Pouches, Apologize To Kids

    By SHOOTUpdated:No Comments4723 Views

    Capri Sun is filling its iconic juice pouches with filtered water to help students stay hydrated as they face an unrecognizable school return–a solution that’s sure to please parents and disappoint kids.

    With water fountains closed, the brand has teamed up with school districts in its own backyard of Chicagoland and Granite City, where its factory is located, to donate around five million filtered water pouches to schools.

    “We’re Sorry It’s Not Juice,” a campaign created in partnership with agency Mischief @ No Fixed Address, is part of the response to a problem millions of families across America and beyond are facing as COVID-19 continues to cause disruption this back-to-school season. It launches with this 30-second hero video capturing the confused, defeated and borderline-angry reactions of children who were told to give an honest review of Capri Sun filtered water.

    Vikramjeet Singh, VP marketing, strategy and development at Capri Sun’s parent, The Kraft Heinz Company, said, “Back to school is always an anxious time for parents. Add to it the stress of sending kids to school after months of being at home, in the middle of a pandemic and that anxiety multiplies. With school fountains closed, how kids get quality water was one of many worries. Capri Sun has been loved by parents and kids alike for years, and we feel it is our responsibility to be of value in this time of need. And that’s what led to the idea of CAPRI SUN filtered water.” 

    Greg Hahn, co-founder and CCO at Mischief @ No Fixed Address, said: “Ever since COVID hit, there’s been a big, and I think positive, movement towards action, not ads. This is a clear example of that. But we wanted to bring it to life in a way that felt human and refreshingly honest. This project is an opportunity for Capri Sun to use what they make and their role in people’s lives to solve a really unique problem.”

    Production company Imposter and New York-based director Marian Mathias pulled off this shoot on a virtual set. A total of 12 children were cast alongside a moderator, with social-distancing protocols in place, sanitation between every shot and a meticulously organized check-in and check-out system.

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    Credits

    Client The Kraft Heinz Company/Capri Sun Agency Mischief @ No Fixed Address Greg Hahn, co-founder, chief creative officer; James Leak, Dylan Wagman, associate creative directors; Will Dempster, VP content; Kerry McKibbin, president. Production Imposter Marian Mathias, director; Avtar Khalsa, exec producer; Alex Brinkman, head of production, Sara Bailin, producer. Online/GFX Feather Luke Bellissimo Color Feather Julian Van Mill, colorist. Music Feather Eric Van Mill, Daenen Bramberger. Editorial Arcade Edit Will Hassell, editor; Max Hoffman, assistant editor; Arlene Perez, producer; Sila Soyer, exec producer/partner.

    ScreenWork Categories:Commercial
    Video Tags:Greg HahnImposterMarian MathiasMischief @ No Fixed Address



    Top Spot of the Week: BBDO, Director Anthony Frattolillo Get “Packing” For The American Red Cross

    Thursday, November 6, 2025

    Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
    holidays alone.

    Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”

    BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
    Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”

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