Capi
The Refreshing Way to Unwind
BRAND: Capi
PRODUCT/SERVICE: Cranberry Soda
TARGET AUDIENCE: Sophisticated professionals, 25–35
SMP: The refreshing way to unwind this summer
MEDIA: GQ and Vogue magazines (Print)
Insight: Sophisticated professionals (25–35) value small, stylish moments to unwind after work or on weekends. They enjoy premium, visually appealing products that feel effortless and elevate everyday experiences. In summer, they seek drinks that are refreshing, light, and shareable, but also fit a refined, aspirational lifestyle.
Target Persona:
Adults 25–35 who work in professional, urban environments. They value style, design, and quality in everyday products. They enjoy small, indulgent moments that feel sophisticated and effortless.
Idea:
Capi cranberry soda as the chic companion for summer downtime. The drink is showcased in a sleek glass, catching the light, with a minimalist layout and bold typography. The aesthetic is clean, sophisticated, and aspirational — simple, stylish, and visually striking for magazine spreads.
Competition:
Other premium sparkling drinks like Schweppes, San Pellegrino, and boutique mixers. These focus mainly on taste or heritage but rarely combine style, sophistication, and lifestyle appeal.
Why It Works:
The campaign appeals to professionals who value style, elegance, and small indulgences. It aligns perfectly with the SMP: “The refreshing way to unwind this summer.” , while reinforcing Capi as a premium, lifestyle-focused beverage.
Opportunity:
Position Capi as the drink of choice for stylish, modern professionals. Focus on the sensory experience and aspirational lifestyle, not just flavour. Make the brand synonymous with refreshment, relaxation, and summer sophistication.
