Sprite To The Rescue In New Campaign Tackling Awkward Moments

Sprite To The Rescue In New Campaign Tackling Awkward Moments
SHARE
THIS



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.

Please login with linkedin to comment

defamation Sirens

Latest News

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]