By Julie Lorenzi
Dear Sodaholic readers,
Historically, Sprite was created in Germany as Fanta Klare Zitrone in 1959, and in 1961 the drink was introduced in the United States as Fanta. As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company…
Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural flavors, sold in more than 190 countries over the world. The brand is Coca-Cola Company‘s biggest brand: N1 in China, N2 in India, and N3 in US.
The Sprite drink is available from a 0,75cl can (7.5 fl oz) to a 2L bottle, in different flavors such as the basic Sprite, Sprite Zero, Sprite Cranberry, Sprite Cranberry Zero and Sprite Tropical Mix.
However, Sprite had little competitive advantage in the 60s compared to other lemon-lime sodas such as 7-up. A process of differentiation began in the 90s with NBA sponsorship to relaunch the brand, with the Coca-Cola company‘s support and influence: the brand became more urban and modern with a strong identity and personality.
In 1994, Sprite came up with a new logo, related to its new modern identity with silver, green and blue shades.
Basketball players has also contributed to Sprite’s collaboration; Kobe Bryant for example helped build gyms for kids. Moreover, in its new commercial, Sprite took advantage of Lebron James‘s (another famous basketball player) and Lil Yachty‘s (a young rapper) popularities. The idea in this commercial is psychologic, Lebron James rather ask people if they #WANNASPRITE instead of telling them directly to drink Sprite (click here!). Other celebrities did meaningful collaborations with the brand such as Drake, or Grant Hill.
Those celebrities are really helpful in the promotion of Sprite’s events and beverage.
Still in the branding strategy, Sprite has developed a concept store called the Sprite Corner; This amazing store is born around 2015 in New York, thanks to partnerships with agencies such as Wieden+Kennedy and SET. This curious green store promotes art and music through concerts and limited-edition cans featuring well-known artists and singers such as Drake, B.I.G and Nas.
“The intersection of interesting things and people, including hip-hop, film, comedy, art and good food.”
This experimentation seems to have been a real success thanks to its values and the culture of a new community through art and music. The brand slogan’s “Obey Your Thirst” is representative of this mindset, as it can be seen as a metaphor for drinking knowledge and experiences.
More than that, you may all know Sprite’s “Obey your thirst” slogan, but did you know about the “Obey you” campaign? It is expressed through 20 Sprite-to-Sprite videos of about 20 seconds (click here!), in which Sprite is the main ctor, talking and encouraging young people to be themselves:
“Sprite is Sprite, You be You”
Another Sprite’s Campaign had a huge impact on people; Snapchat QR codes were printed on cans and shipped to Brazil, connecting to celebrities’ accounts, and resulting in more than 2 million views in the first 2 days. This innovation of connecting the Snapchat logo with a product led to a major change in digital marketing. In Brazil young people do not often watch TV, however cans have a huge distribution, allowing the brand to reach thousands of teenagers.
This technic is used for celebrities but Sprite has also suggested to put the Snap-codes of local people on millions of cans, to help them gaining new friends and popularity.
The clever use of Snapchat for Sprite, with its 100 million monthly users, is a less expensive and interesting marketing effort, as snapchatters might have a real influence through their content.
To conclude this article, we can say that Sprite have their own originality in term of marketing strategy, and according to their leading position in the lemon-lime market, it seems that it is efficient!
Thank you, readers! Stay connected to learn more about sodas and their pop culture like Sprite.