1. Ashley Kerekanich James Dockery Alex Linnenkohl
“Sprite Spark”
Ashley Kerekanich
James Dockery
Alex Linnenkohl

2. Sprite History
Sprite- the lemon lime soda brand owned by coca-cola was introduced in 1961
Great growth brand in the 80’s and 90’s
The introduction of Sierra Mist by Pepsi in 2000 has hurt Sprites market share
It's been almost four years since the brand has had a major advertising campaign in the U.S., and 16 years since the brand updated its tagline

3. Sprite Ad History
2006 Crispin Porter & Bogusky launched the “Sublymonal” campaign in attempt to add life to the brand and tied it in the hit TV show Lost.
1994 Lowe & Partners introduced “Obey Your thirst” replacing “I like the sprite in you” and focused on Teens
2001 WPP’s Ogilvy & Mather introduced “What's your thirst?” and worked with Kobe Bryant and Lebron James
2004 Miles Thirst was introduced, an African American action figure

4. The New Campaign
In order to re-vamp the brand sprite is launching its first global campaign
The push carries the tagline “The Spark” and will replace “Obey your thirst”
The campaign will also introduce the brands first global packaging design
The campaign is aimed towards the new generation of teenagers

5. The Details The campaign Two stages Will also include sport and dance
Eight spots
Cinema
Mobil/digital component
Two stages
First focused on music
Second focused on film
Will also include sport and dance
Sprite Slam dunk contest at NBA All-Star event
Sprite Step off, a collegiate stepping competition

6. Reach them through music
Grammy nominee Drake is featured in the first spot, “Unleashed”
30 second and 1 minute spots
It shows a hip-hop artist struggling to be inspired until he drinks a sprite
Jay Chou, Chinese singer-songwriter, video director Rik Cordero and an Indian actor will also appear in later spots

7. Music and Film Music Film Launch in March 2010
Online Mixing tool that allows people to make their own music
Mixing Drakes music with world wide artists
Can share with friends, rate others music, and save favorites as ringtones
Launch in April, 2010
Allows people to edit their own 45 second animated films.
Chooses setting, characters and the plot

8. Chapter 9 Application: Individual Decision Making
Descision Making Process
Evaluation of alternatives
The Choice
Sprite Hopes that with its new packaging, tag line, and use of new pop culture figures such as Drake, It will be able to Produce a feature that will persuade the purchase of sprite over alternative choices such as Sierra Mist.

9. Advertising Age “Sprite Launches 'The Spark,' Its First Global Ad Campaign” Natalie Zmunda February 12, 2010