SPRITE | WANNA SPRITE?

Sprite has always been a brand that has thrived on authenticity and relevance. Being a brand whose success is tied closely to its connection to the multicultural community, we cannot fake the funk. With this in mind, 2016 was a big year for Sprite. With the pressure on Sprite to drive a significant part of Coca-Cola’s beverage portfolio, our objective was to recruit more multicultural teens and young adults while also increasing the pool of Sprite consumers from the general population.

We know our young audience sees through marketing. So, we let ourselves be informed by the Sprite product itself: be clear and transparent. And rather than trying to “connect with hip-hop”, as Sprite had done in the past, we wanted to embody a hip-hop attitude. Endorsing for a brand is no longer “selling out," but a sign of $uccess. With LeBron James and rapper Lil' Yachty, we reached a wide audience, speaking in a confident new brand voice about Sprite. Highlighting the ownable attributes of the cold, crisp, refreshing, lemon-lime beverage, we were able not only to rejuvenate the cultural energy of that brand, but also remind people of the product benefits that make Sprite a one-of-a-kind beverage that anyone would want. We just have to ask - Wanna Sprite?