- Sprite is in search of to attach with consumers throughout the hottest moments this summer using data and contextual targeting, in keeping with news shared with Marketing Dive.
- A brand new global campaign, “Turn Up Refreshment,” features out-of-home (OOH) ads that analyze aspects like location and ambient temperature to serve up messages when passersby are most in need of cold refreshment. Spots carry the identical theme as people struggle with scalding automotive seats and sand before reaching for a Sprite for a reprieve.
- Additional elements include beach experiences, on-pack promotions and celebrity ambassador partnerships. Sprite is trying to extend its momentum globally after rising to grow to be the No. 3 soft drink in its home market of the U.S.
Summers are only getting warmer, but a level of discomfort for consumers may very well be a chance for Sprite to fortify a brand positioning around chilled refreshment. The lemon-lime flavored soda is striving for increased relevance this season, leveraging a combination of location, weather and other contextual data to deploy ads when and where persons are feeling the warmth. Strategic OOH media placements featured in “Turn Up Refreshment” are complemented by ads that depict actors grappling with the downsides of scorching temperatures.
In one spot, “Bum Burn,” a person tries to enter an uncovered automotive that has been baking in over 100 degree Fahrenheit weather before the scalding leather driver’s seat forces him to provide up and go grab a Sprite as a substitute. Another ad, “Hot Sand,” shows an identical scenario as a sweaty beachgoer gingerly steps across the sand to a convenience store, where she heads straight for the Sprite aisle. Both videos are soundtracked by rising star rapper and growing brand favorite Doechii’s song “Boiled Peanuts.”
Sprite is factoring other celebrities into the combination, teaming with Chinese multihyphenate talent JC-T and Karina, of the K-pop band Aespa, as global ambassadors. Karina will create exclusive digital content and artistic elements for OOH ads as a part of the partnership.
In regions corresponding to Vietnam, the Philippines and Brazil, the Coca-Cola-owned soft drink will run beachside activations, including live music and brand experiences. On-pack promotions offer the prospect to attain VIP packages to festivals corresponding to Waterbomb in South Korea, in addition to merchandise and voucher codes.
The seasonal marketing push aimed toward international audiences was developed by WPP Open X, a bespoke agency unit for The Coca-Cola Company, with the initiative spearheaded by Ogilvy and supported by VML, Essence Mediacom, Subvrsive and Ultralight Studio. It arrives just days after sister brand Coke launched its summer campaign in North America with ads featuring the Grammy-winning artist Tyla. Coke’s “Enjoy the moment with a Coca-Cola” encourages Gen Z consumers to unplug from digital distractions to enjoy in-person experiences.
Sprite earlier this 12 months surpassed Pepsi to grow to be the No. 3 carbonated soft drink by volume within the U.S., in keeping with Beverage Digest data. A significant focus for the brand in its home market has been the revival of its iconic “Obey Your Thirst” platform and accompanying work with star athletes corresponding to NBA player Anthony Edwards and Olympic sprinter Sha’Carri Richardson.
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