The campaign forms part of the brand’s objective to become more relevant to a younger audience, with the aim of recruiting young adults into Sprite and increasing its share in the market.
Coca-Cola South Pacific Group Marketing Manager Donna Mulholland says the ‘Cut Through The Heat’ campaign talks directly to the cultural phenomenon around awkward moments, with Sprite playing a role in enabling consumers to ‘take on the heat’.
“We’re looking to build brand equity and increase engagement among consumers by capturing their interest through a series of fun and engaging executions that will be rolled out in the coming months,” she said. “Our refreshment message also remains at the heart of the campaign as we continue to educate consumers about the product benefits.”
The campaign kicks off with the development of timely content and engaging multichannel executions across retail, experiential, out-of-home, digital, PR and social media. This will include the return of the brand’s distinguished ambassador, Sprite Saver, who will amplify Sprite’s ‘cut through’ message through a number of ‘refreshing’ environments.
Sixteen to 29 year olds will also be targeted with broader content through popular digital platforms and publishers across key youth interest pillars, including sport, gaming, music and entertainment.
In-store, the campaign will be bolstered by promotional activity linked to major seasonal events that are celebrated widely by younger consumers – the footy finals, Halloween and Christmas. Seasonal packaging will get a new look to embody the refreshment message and drive appetite appeal, supported by POS activity to drive sales.
Sprite’s experiential activation, Sprite Showers, will also return this summer, with further details to be announced in the coming months.