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

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

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

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

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

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

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

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.

Advertising Age “Sprite Launches 'The Spark,' Its First Global Ad Campaign” Natalie Zmunda February 12, 2010 http://adage.com/article?article_id=142073