Sprite has launched a new campaign to strengthen its position as the most popular soft drink, offering a calming and chilling experience.
This new campaign aims to leverage their passion for watching OTT content and connect with consumers by making Sprite their drink when they want to slow down and enjoy their favorite shows and movies. The campaign employs a 360-degree marketing approach that leverages multiple touch points, including TV, digital, print and OOH activation, to optimize reach and customer engagement. Sprite has partnered with his two of India’s largest OTT platforms, Amazon Prime Video and Voot, for this campaign.
The film features popular OTT and movie stars Ali Fazal, Shweta Tripathi and Diviendu Sharma. This spot contrasts the humorous, over-the-top reactions of such overheated characters with a cool, chilled-out spirit after a frosty sprite.
Tish Condeno, Senior Director, Sparkling Flavour’s Category, Coca-Cola INSWA, commented on the new campaign, saying, “For over 20 years, Sprite has not only cemented itself as it’s undeniably a youth brand, but through its marketing efforts it also offers a genuinely quirky, urban conversation. Building on the success of Sprite’s Thand Rakh Summer campaign, our new film takes a whimsical approach and shows how a chilled bottle of Sprite is the perfect companion for any relaxing occasion or weekend. The campaign draws light-heated banter to repeat the brand’s core message of being the most popular soft drink that instantly lifts the mood. We are very much looking forward to working with India’s largest OTT platform and stars to continue improving our consumer touch points and audience engagement.”
“Sprite is renowned for being the beverage of choice to calm you down when you lose your composure. We wanted to enlist India’s hottest minds to carry the idea of Thand Rakh forward with Friday Release, a new property that allows you to win OTT subscriptions through Sprite bottles. The movie emphasises the tradition of consuming media while sipping a Sprite and what happens if someone gets in the between of you and your entertainment. Sprite teaches you how to enjoy your content and relax no matter how heated the situation gets. Enjoy the chilled Sprite in one hand. If anything goes wrong, thank you Rakh,” says Ritu Sharda, chief of Ogilvy India (North) and her creative her officer.
Speaking about his relationship with Sprite’s new campaign, Indian actor and model Ali Fazal said: As an artist with a busy schedule, Sprite was my go-to refreshment when I needed a cool down. We are delighted to join Shweta Tripathi and Divyendu Sharma in the brand’s new campaign.”
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