Capri-sun Disrespectoids

Objective

Capri-Sun faced a challenge that some schools had banned inflating pouches, turning a youth behavior into a problem. Rather than fight it, the brand leaned into the cultural moment by creating the "Respect the Pouch" platform—a multi-year entertainment property designed to make the pouch desirable, monetize the misbehavior through branded games, and build deeper engagement with the teen and pre-teen demographic.

Solution

Fuel Industries developed an interactive website (respectthepouch.com) as the hub for the Disrespectoids universe—characters who represented kids who disrespected the pouch. Players engaged with multiplayer games, earned achievements, and unlocked exclusive content. The platform was supported by TV commercials, a video series with animated "Disadventures" of the characters, and distributed across YouTube and other channels. The multiplatform approach combined gaming, video storytelling, and social sharing to drive repeated engagement.

Results

The campaign reached 2.5 million unique visitors and accumulated over 11 million game plays, significantly outperforming peers like Nick.com, Disney Channel, and Club Penguin on time-per-visit. Video content generated 2.4 million views with an additional 55,000+ unpromoted YouTube views. The campaign won the 2011 Internet Advertising Competition Best Beverage Online Video award and was featured in Communication Arts.