Sprite Hits Refresh

For its first campaign in four years, Sprite is now creating TV spots, print ads, and social media applications that offer up the new and improved tag line, "Sprite. The Spark." In its first TV spot, Sprite showcases hip-hop artist Drake. Drake is depicted as an artist that just "isn't feeling it" while recording his smash hit "Forever". Upon taking a swig of Sprite, his body departmentalizes and creatively demonstrates the refreshing soft drink rushing throughout his body and flooding his animatronic self, giving him the "spark" he needs to kill it in the recording studio.



This global campaign doesn't stop at just TV spots. Sprite has announced this digitally pushed campaign will include the ability to have consumers create their own music mixes and animated films at Sprite.com. According to Kevin Roddy, CCO at BBH, when formulating ideas for Sprite's campaign the idea, "needed to be an idea that could live anywhere, at anytime, in anyway" and would enable consumers across the globe to understand, "what the brand was about and allow [them] to experience the brand." In efforts to fulfill these goals, Sprite will be releasing a slew of international TV spots that will feature numerous international celebrities including Chinese singer Jay Chou and video director Rik Cordero.

I believe this is a creative and innovative campaign that will speak to Sprite's target audience. In recent campaigns for a plethora of products and brands, music artists of all genres have been used to speak to the 18-35-year-old target market. Sprite is no exception, with its implementation of Drake as its celebrity spokesperson. What sets the brand apart and makes it interesting is the creation of other applications such as music mixing and animation creation. I think the use of new and fresh artists with a significant following will give Sprite just the energy and "spark" it needs to revitalize its brand and set it apart from other soda companies.

Aside from this campaign being simply a "Swipe File" worthy campaign, it also demonstrates a strategic opportunity to increase communication among the brand and its customers, as well as consumer participation. Providing the ability to create beats and animated films encourages consumers to visit the Sprite website, therefore creating an opportunity for consumer interaction and inevitably resonance of the brand with the consumer. It is also strategic of Sprite to showcase international stars, therefore not only allowing for global success, but also creating legs and longevity for the campaign.

It can also be seen that Sprite is going for a more urban tone and style to its advertisements by showcasing hip hop artists and other beat enthusiasts. In efforts to create consumer interaction, Sprite had created a dunking contest known as the "Sprite Slam Dunk," which created a platform for professional athletes such as Nate Robinson of the New York Nicks and Shannon Brown of the LA Lakers to compete in a slam dunk challenge. Consumers were able to create their own digital "dunkfan" animations, which were showcased on the Sprite website. This year's winner was Nate Robinson. The advertisement used for this contest demonstrates the urban tone and style Sprite is pining after.



What do you think of the new Sprite campaign? Do you believe it is effective in speaking to an audience composed of 18-35-year-old consumers? Do you think Drake emulates what the Sprite brand is all about, or is there another celebrity that you believe should be the brand's spokesperson?