Capri Sun / Respect the pouch

Capri Sun had lost its cool, and wanted it back. For over three years, we created award-winning work across all channels that tapped into a kid’s desire to take what they’re told and do the exact opposite. After numerous TV campaigns and a ten episode cartoon series, Capri Sun became Kraft’s #1 selling brand (even besting Oreos) and our “Respect The Pouch” tagline became more recognizable to kids than “Just Do It."

"Bobblehead Fred"


"Chewie Stewie"


"Boing Boing Betty"


"Leaky Louie"





Disrespectoids Collectoids

Animated Series & Online Game