Capri-Sun and Surfside aren’t brands you’d put in the same sentence… until now. For a Master of Marketing campaign project, I developed “You Grew Up, So Did We”: a limited-edition brand collaboration bridging the childhood nostalgia of Capri-Sun pouches with the adult-oriented, beach-casual energy of Surfside hard iced tea.
The campaign targets Millennials and older Gen Z… the generation that grew up squeezing Capri-Sun pouches at every soccer game and after-school snack (likely out of a Hannah Montana lunch box) who now reach for Surfside at summer cookouts and beach days. The insight was simple: the two brands already live in the same person. This campaign just brings them together, and fills a gap in the otherwise crowded alcoholic beverages category; no seltzer brand is currently advertising and capitalizing on Gen-Z and Millenial nostalgia.
The creative platform centered on co-branded packaging, a social media campaign built on shared nostalgia, and experiential activations designed to spark that “wait, this actually makes sense” moment. Every touchpoint (from can design to OOH to Instagram content) was anchored in the same truth: you grew up and your summer just got better.
See the full campaign document here: