Coca-Cola South Pacific has announced the launch of the next phase of Sprite’s ‘Cut Through The Heat’ brand campaign, dedicated to inspiring and empowering Aussies to deal with life’s awkward moments.
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.
The campaign kicks off with the development of timely content and engaging multi-channel 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.
There will be a heavy focus on social media, designed to build an active and engaged community of Sprite lovers and encourage younger consumers to build a connection and affinity with the brand. Content will be geared towards sparking dialogue around cutting through heated moments, positioning Sprite as a tool to cut through them and demonstrating how it can give consumers the confidence to keep their cool.
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 three major seasonal events which 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.
Coca-Cola South Pacific group marketing manager Donna Mulholland said, “The Cut Through The Heat campaign directly talks to the cultural phenomenon around awkward moments with Sprite playing an active role in enabling consumers to ‘take on the heat’.
“We’re looking to build brand equity and increase engagement amongst consumers by capturing their interest through a series of fun and engaging executions that will be rolled out in market in the coming months. Our refreshment message also remains at the heart of the campaign as we continue to educate consumers about the product benefits.”
Sprite ‘s experiential activation, Sprite Showers, will also return this summer with further details to be announced in the coming months.