Niles Paul ( right ) at a Redskins practice with then-teammate Tim Hightower, in advance of the juice-stealing incidents came to light.
Niles Paul ( ideal ) at a Redskins practice with then-teammate Tim Hightower, ahead of the juice-stealing incidents came to light.
Niles Paul had a dilemma. The second - yr tight finish for the Washington Redskins couldn't end his teammates from stealing his Capri Sun. You know, Capri Sun those sugary-sweet packets of juice that come in triangular foil containers with their personal straws attached.
Even though you are a lot more likely to see Capri Sun in a lunchroom than on the gridiron, the six -foot- 1, 233-pound Paul is wild about the stuff. He carried a packet in his helmet through practice a gift from a fan. And he purchased a month's provide from Sam's Club earlier this summer. But he tells the Washington Post that his teammates mooch his juice so usually that he stopped bringing his favourite flavor strawberry kiwi to practice.
Apparently, a clever marketer at Capri Sun heard Paul's cry for aid, and sprang into action.
The organization, a subsidiary of Kraft Foods, sent him a specially created case of strawberry kiwi flavored Capri Sun juices, along with a letter explaining that they are not just any outdated juice.
Post sports reporter Sarah Kogod has the perform -by- perform :
" 'We here at Capri Sun are incredibly distressed to understand about the threat of juice-induced larceny committed against one of our drinkers,' the letter says. 'So we referred to as in some of our most astute packaging engineers and designed a fail- safe approach of protection, custom tailored for you.'
"The business had eliminated the straws from just about every container in the situation, rendering them undrinkable to the regular drinker. In their spot, they provided Paul with a silver straw of his own, full with his name and amount engraved on it. The straw came in its personal padded situation," Kogod writes.
" 'That's what is up,' stated Paul."
Like King Arthur with Excalibur, only Paul can open these packets of juice. So when teammate Markus White walked by and grabbed a handful of, he had to put them back. " Guy, none of these have straws," he explained, according to Kogod.
Capri Sun could say it was motivated by a concern for "juice-induced larceny," but the organization was also likely hoping the story of its silver straw would go viral.
" It really is jumping on a serendipitous chance," James L. Horton, senior director at the ad firm Robert Marston and Associates, tells The Salt. "If a business is versatile, adaptable and wise, they jump on the chance and use it to obtain higher awareness."
Horton, a 30- yr veteran of the ad organization with a specialty in corporate branding, says it's typical for a organization to hear about an uncommon use of its product or service and then exploit that for promotional functions think Subway and Jared.
"That indicates to me they need to have a fairly good advertising department," Horton says.
In this situation, Paul's celebrity just may possibly give the juice maker's brand image the additional point.
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