pouch purse
From lunchbox staple to runway statement —
We teamed up with Christian Siriano to turn our iconic juice pouch into a couture accessory for New York Fashion Week s/s 2026 — blending nostalgia and luxury in one unforgettable drop.
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Creative Director: Gira Moin
Senior Copywriter: Dexter Chen
Art Director: Me
Content Lead: Bayly Shelley -
What began as a nostalgic stunt became a cultural crossover moment — blending fashion and fun in a way only Capri Sun could. The purse sparked press coverage, social buzz, and fan requests for a retail version — proving that even household brands can have a seat at the front row.
188 placements and 811M+ impressions
Infiltrated top-tier fashion publications such as WWD, ELLE, Vogue, Glossy and Fashionista, and a robust segment on Access Hollywood
Ensured Capri Sun’s messaging (93%) and high-quality visuals (90%) came through across the majority of coverage, even roundup stories.
pouch PALLET
WE WOULD NEVER DISRESPECT THE POUCH —
We turned damage control into a cultural stunt: a massive “Pouch Pallet” drop—3,800 pouches for $250—first at Barstool HQ’s doorstep, then nationwide at Walmart.
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Creative Director: Gira Moin
Sr Social Copywriter: Edward Kim
Art Director: Me
Content Lead: Bayly Shelley
Content Creator: Engels Perez -
The message was clear: Respect. The. Pouch.
Capri Sun defended its most iconic asset, flipped outrage into obsession, and reminded everyone why the pouch is untouchable.300+ Placements
6.4 Million Views
1 Billion+ impressions
2025 Shorty’s Award: Real Time Response Winner