Sprite announces latest phase of ‘Cut Through the Heat’ campaign

The latest activations are aimed at extending Sprite’s engagement with a younger audience.

Sprite will pursue a multichannel execution across digital and social platforms, experiential activation, out-of-home adverting and partnerships in a fully integrated marketing campaign.

Drive-time radio co-hosts Hamish Blake and Andy Lee, of the Hit Network, will launch the ‘March of Awkwardness’ segment in conjunction with Sprite to celebrate life’s awkward moments. Additionally, Brittney Lee Saunders, a Youtuber from Newcastle, and Jacko Brazier, a Melbourne-based social media personality, will help Sprite connect with a younger audience through the creation of content for social channels, including YouTube, Instagram, Facebook and Twitter.

“After a hugely successful 2015, we are determined to keep building on that momentum and increase engagement among younger consumers with innovative and fun activations,” Sprite Brand Activation Manager Aisling Wilde said.

The 2016 campaign began with the brand’s ambassador, Sprite Saver, stopping at Coogee Beach over Valentine’s Day weekend and four universities’ O-Weeks on the search for awkward moments between unsuspecting Aussies. Sprite Showers were also at Coogee Beach handing out 7,000 mini-cans and 2,800 showers to help beach-goers ‘Cut Through the Heat’.

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