MUMBAI: Coca-Cola India announced the launch of a new brand campaign for Sprite. Playing on their popular tagline 'Sprite Bhujaye Pyaas. Baaki All Bakwaas. Clear Hai?
In an attempt to build a stronger brand connect with its youth consumers, a 360 degrees integrated marketing program consisting of mass media advertising on TV channels and on ground initiatives including road shows and contests are being rolled out.
According to Coca-Cola India director marketing- flavors and media Debabrata Mukherjee, "Sprite as a brand is all about puncturing pretence, having a cut through perspective of life and stating facts as they are. Sprite has always been able to establish a strong connect with the youth because it talks to them in a simple, honest, straight forward manner. We believe that the new campaign will strengthen this connect with the youth, who are well grounded in reality, can see through all pretences and revel in sharp wit and humor."
The advertising campaign to be aired on TV channels during the summer of continues with brand Sprite's single point agenda of provoking the youth to think clearly. The focus of the new brand campaign is on the 'thirst quenching' without loosing Sprite's typical tongue-in-cheek wit and humor.
The entire campaign has been conceptualized by Emanuel Upputuru of Ogilvy & Mather and has been produced by a team of young ad film enthusiasts from Chrome Films. The advertising film has been shot in Leh - Ladakh.
The brand which is exploring the digital platform with its Sprite-Itude zone is lookin at 'engaging' the youth through creative and gaming opportunities to the youth. A net user can enter the Sprite-itude zone by either logging on to the Coca-Cola interactive site www.myenjoyzone.com and then clicking on the Sprite-itude section or by directly keying in the URL http://www.myenjoyzone.com/sprite/.
The website allows the user to go through an interactive questionnaire and evaluate if he has the 'Sprite-itude'. The Sprite cool zone allows the users to make a one minute mobile movie shot through his/her cameraphones. Apart from these, the webzone also has a range of downloads and online games.
