In late February, Coca-Cola South Pacific announced the launch of the ‘Cut through the heat with Sprite’ campaign in Australia.
The campaign represents a multimillion-dollar marketing investment showing how the refreshment offered by Sprite and Sprite Zero enables consumers to ‘cut through the heat’. This could be emotional heat, with Sprite disrupting an awkward moment and giving confidence to resolve tension, or physical heat, with Sprite literally cooling you down.
The brand’s biggest campaign in Australia for 10 years, ‘Cut through the heat with Sprite’ featured two digital video executions, major experiential activity and sampling, out-of-home and proximity media, and point of sale throughout February and March, with ongoing social activity running until July.
Digital video content kicked off on February 23 and illustrates how Sprite enables Aussies to cut through the most awkward of moments, including ‘man-waxing’ and the perils of blind dating.
This is also being brought to life through experiential activity – teams of ‘Sprite Savers’ popping up to give beachgoers a way to ‘cut through the heat’ with ‘Sprite Showers’ – a cool shower followed by a complimentary Sprite Zero. Sprite Showers toured during February and March.
“We understand the awkward and heated situations our consumers face every day, from disastrous first dates to sweltering down at the beach,” Sprite Brand Manager Samuel Way said.
“Our investment in the ‘Cut through the heat’ campaign is designed to drive awareness that only Sprite can truly provide that instant refreshment, empowering you to cut through.”
Innovative fog screens and misting panels help deliver the cut-through-the-heat message out of home, while in-store, the campaign coincides with the rollout of new Sprite Zero packaging in Australia, bringing a fresh, bold and simple new design that embodies the refreshment message.
