Chandigarh, (Gurpreet) : Sprite, India’s favourite lemon and lime-flavored beverage by Coca-Cola, has unveiled a new campaign to re-instate its positioning as the go-to refresher drink for a calming and cooling experience.
Sprite was the biggest contributor to overall volume-led growth for Coca-Cola India in the first half of the year. It is also the brand with the highest household penetration in the company’s India portfolio in addition to being India’s most loved soft drink, with 1 in 3 Indians calling it their #1 choice.
The new campaign aims to connect with consumers by leveraging their passion point of watching OTT content - making Sprite their choice of beverage for when they wish to sit back and binge their favourite show or movie.
The campaign will adopt a 360-degree marketing approach leveraging multiple touchpoints for optimizing reach and consumer engagement, including television, digital, print, as well as OOH activations. Sprite has partnered with Amazon Prime Video and Voot, two of India’s biggest OTT platforms for the campaign. In addition to this, the film features popular OTT and film stars Ali Fazal, Shweta Tripathi, and Divyendu Sharma. The advert contrasts the humorously exaggerated response of such over-heated characters with the calm, cooled-down mind after having a chilled Sprite.
Commenting on the new campaign, Tish Condeno, Senior Director, Sparkling Flavors Category, Coca-Cola INSWA, said, “For over 20 years, Sprite has not only established itself as the undisputed youth brand, but has also been leading authentic, edgy, and urban conversations via its marketing efforts. Banking on the success of Sprite’s summer campaign “Thand Rakh”, our new film takes a quirky approach to showcase how a bottle of chilled Sprite is the perfect partner for all your unwinding occasions and weekends. The campaign portrays light-hearted banter to reiterate the brand’s core message of being the go-to refresher drink which instantly lightens one’s mood.