Sprite to the Rescue in New Campaign Tackling Awkward Moments
15-11-2015
New campaign aims to help young Aussies Cut Through The Heat
Australia, 13 November 2015: Coca‑Cola South Pacific has today 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.
16-29 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.
Donna Mulholland, Group Marketing Manager, Coca‑Cola South Pacific 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.
For more information, head to http://www.coca-colajourney.com.au/.
Credits:
Collaborating agencies: McCann, UM, Urban Media and Social Centre at Coca‑Cola
For more information contact Red Agency at the bottom of this PDF.
About Coca‑Cola
The Coca‑Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit www.theCOCA-COLAcompany.com, follow us on Twitter at twitter.com/CocaColaCo or visit our blog at www.COCACOLAblog.com.
The Coca‑Cola Company is represented in Australia by Coca‑Cola Amatil and Coca‑Cola South Pacific. For more information about our Company, please visit our website at www.coca-colajourney.com.au.
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