Date Published: 17-08-2022
New Delhi: Sprite, India’s favourite lemon and lime-flavored beverage by Coca‑Cola, has unveiled a new campaign to re-instate its positioning as the go-to refresher drink for a calming and cooling experience.
Sprite was the biggest contributor to overall volume-led growth for Coca‑Cola India in the first half of the year. It is also the brand with the highest household penetration in the company’s India portfolio in addition to being India’s most loved soft drink, with 1 in 3 Indians calling it their #1 choice.
The new campaign aims to connect with consumers by leveraging their passion point of watching OTT content - making Sprite their choice of beverage for when they wish to sit back and binge their favourite show or movie.
The campaign will adopt a 360-degree marketing approach leveraging multiple touchpoints for optimizing reach and consumer engagement, including television, digital, print, as well as OOH activations. Sprite has partnered with Amazon Prime Video and Voot, two of India’s biggest OTT platforms for the campaign. In addition to this, the film features popular OTT and film stars Ali Fazal, Shweta Tripathi, and Divyendu Sharma. The advert contrasts the humorously exaggerated response of such over-heated characters with the calm, cooled-down mind after having a chilled Sprite.
Commenting on the new campaign, Tish Condeno, Senior Director, Sparkling Flavors Category, Coca‑Cola INSWA, said, “For over 20 years, Sprite has not only established itself as the undisputed youth brand, but has also been leading authentic, edgy, and urban conversations via its marketing efforts. Banking on the success of Sprite’s summer campaign “Thand Rakh”, our new film takes a quirky approach to showcase how a bottle of chilled Sprite is the perfect partner for all your unwinding occasions and weekends. The campaign portrays light-hearted banter to reiterate the brand’s core message of being the go-to refresher drink which instantly lightens one’s mood.
We are thrilled to partner with some of India’s biggest OTT platforms and stars, who are sure to help us further enhance our consumer touchpoints and audience engagements.”
“Sprite is known to be the choice of refreshment that cools you when you lose your cool. Now with Friday Release, a new property that lets you win OTT subscriptions through Sprite bottles, we wanted to get India’s hottest heads to take the idea of Thand Rakh forward. The film pushes the ritual of watching content accompanied with a Sprite and what happens when someone comes in the way of you and your content. Rest assured, Sprite shows how to enjoy your content and stay chill no matter how heated the situation. Enjoy it with a chilled Sprite in your hand. And if something comes in the way, thand rakh!!” – Ritu Sharda, Chief Creative Officer, Ogilvy India (North)
The humorous TVC takes an enjoyable approach to showcase how consistent interruptions while watching your favourite OTT show or movie can prove to be very frustrating. It then depicts how just a sip of Sprite can reinstate calmness to the drinker within seconds and indulge in his favourite enjoyable genres.
Speaking about his association with Sprite’s new campaign, Ali Fazal, Indian actor and model, said, “There is no drink that calms you down like a Sprite does. Being an artiste with a hectic schedule, Sprite has always been the refreshment of choice for me for when I need to cool down. I am beyond excited to be a part of the brand’s new campaign, along with Shweta Tripathi and Divyendu Sharma.”
Coca‑Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high-quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca‑Cola, Coca‑Cola No Sugar, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country, with Thums Up and Sprite being the top two selling sparkling beverages. The Coca‑Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca‑Cola system in India is contributing in its own small way to building sustainable communities through community initiatives under World Without Waste, Fruit Circular Economy, water stewardship, women empowerment, and many others.