NEW DELHI: Sprite, one of Coca-Cola’s iconic cold drinks that particularly appeals to the youth, has gone to town with an aggressive brand push, with innovations to boot. Messages like ‘Chill Out’, ‘Grab Refreshment’, ‘Beat The Heat’, ‘Clearly Refreshing’ and ‘Hit Refresh’ are looming big on all those streets where the drink has marked its outdoor presence as part of its current campaign that began on May 15.
Making no bones that ‘Sprite bujhaye only pyaas no bakwaas’, the company has launched a month-long outdoor campaign for the cold drink in Uttar Pradesh, Karnataka, Tamil Nadu, Andhra Pradesh, Bihar, West Bengal and parts of Maharashtra, having vested the campaign duties with MOMS, the specialist outdoor arm of Madison World.
Commenting on the campaign, Srinivas Murthy, director marketing – Flavors, Coca Cola India, told network2media that the “new outdoor campaign with its strong cues of refreshment aims to reinforce Sprite's naturally crisp, clean and confident values”.
Stating that the primary goal was to drive sudden refreshment and impulse in the peak summer months, Murthy added that “the states where the campaign has been rolled out are very large markets for Sprite as they have long and extended summer. It was imperative for us to continue to drive salience in these markets.”
“The response so far has been incredible and we are considering scaling up to reach more markets,” he said.
Talking about the campaign execution, Dipankar Sanyal, COO, north and east, MOMS, said, "The objective was to create higher visibility for the product among the target groups. The client wanted to focus on small towns and gain maximum reach. That is why we emphasised on pole kiosks to gain the required rate of recurrence. We also used large format media properties to build impact."
See the video to feel the impact
The campaign has come alive with innovations using larger-than-life cutouts of Sprite bottle that have been displayed at strategic locations in the target cities, along central medians, on lampposts and atop prominent buildings. Particularly notable is the back-lit bottle cut-out with blinking lights on display in the Hazaratganj district in Uttar Pradesh.
Back-lit bottle cutouts on kiosks have been deployed in Chennai and several districts of UP like Agra, Haridwar, Saharanpur and Lucknow. At the same time, bus shelters in Chennai have been covered with the creatives using blaokout vinyl to attract the attention of the consumers even during the night. Further, to build reach, MOMS used large formats deployed at strategic points to grab the attention of moving traffic on the main roads.
The Sprite campaign has underlined the effervescence of the Sprite brand, amplifying its long-standing connect with the youth markets.