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Capri Sun enters a new phase with the launch of Moon Punch – the brand’s first glow-in the-dark pouch ahead of the Total Lunar Eclipse. For the first time, Capri Sun is turning the moon itself into a scannable code through Snapchat, inviting fans to take part of the lunar phenomenon for a chance to unlock an exclusive first taste of Moon Punch. From March 13th to March 14th, fans can open their cameras through Snapchat, snap the moon and follow the lunar link for a chance to receive a free carton of Moon Punch and a flashlight to help light up the night sky. The luminous new offering, designed to glow like the moon itself, is now rolling out on shelves nationwide.

The campaign was dreamt up by creative agency Goodby Silverstein & Partners with paid support from Carat, social by The Kitchen and PR by Zeno Group.

Exploration is core to being a kid, yet children today spend less time outdoors than any other generation. Timed to this remarkable celestial event, Moon Punch features eight collectible pouches – each designed after a different moon phase – so explorers of all ages can get outside and enjoy the magic of the night sky with the glow of their favourite drink.

“Whether you grew up drinking from the iconic pouch or are one of the millions of kids who name Capri Sun as their favourite drink, we strive to create moments of fun and discovery, helping to unleash peak kid energy with every poke of the straw,” said Jessica Barker, senior brand manager, brand communications at Capri Sun. “Playing off the iconic brand name, we’re looking from the sun to the moon for the very first time! Moon Punch is here, and it’s glowing.”

Also known as a Blood Moon, the Total Lunar Eclipse occurs when the Earth is fully between the sun and moon, which will be visible to North Americans on Friday, March 14th, making the cosmically cherry-flavoured juice a must-have for any space lover. For an exclusive first chance to get their hands on the pouches, fans can simply scan the moon through Snapchat during the Total Lunar Eclipse – an event that can be seen on average once every 2.5 years.

Capri Sun’s glow-in-the dark pouch caps a year of firsts for the brand following the launch of the multi-serve jug, pallet of pouches at Walmart, and its first single-serve bottle in over 20 years. The collectible pouches are not only a fun way to engage with fans, but also underscore Capri Sun’s commitment to its pouch format, keeping the iconic offering at the forefront for fans of all ages.