Coca-Cola India unveils its new Sprite vs Summer campaign

Coca-Cola India, one of the country’s leading beverage companies, announced the launch of a new campaign ‘Refreshment Full. Garmi Gul’ for its leading sparkling beverage – Sprite. The new campaign reiterates the brand positioning by emphasizing cut-through clarity, refreshing honesty and takes forward the message of smart thinking. As part of this campaign, Sprite is launching six TV Commercials which have been created on the core message of refreshment. The TVC captures the easy life of various knickknacks such as Russian Dolls, Snow Globe, Bobble heads, in comparison to the difficult life of Sprite which has to refresh consumers in the searing heat of summer. The TVC has been created in Tamil, Telugu, Kannada, Bengali, Marathi, Oriya and Hindi.

For the campaign, Sprite conducted a consumer research to find out the imagery that comes to a consumer’s mind when they think about summer. This imagery was used to create 100 unique Augmented Reality labels that consumers can scan via www.sprite.in and take their mind off the heat.

Commenting on the launch of the new campaign, Abhijit Datta, Director Flavors, Coca-Cola India said, “The idea around this campaign was to communicate Sprite’s promise of being the ultimate refreshment, and doing it in a way that underscores our authenticity and attitude. We wanted to reorient our storytelling style – creatively magnifying the difficult job Sprite has to Refresh us all in the scorching heat of the summer, which is a monumental task!”

The multi-faceted India campaign includes a number of consumer touch points, including multi city marketing activations with 45 special ‘Sprite vans’ with mist fans and installed sampling canters which will be travelling across 1500 locations in India. Consumers will be able to spot the Sprite Van in their cities and sample chilled Sprite in Thermochromic Ink Cups.

Commenting on the idea behind the TVC Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, Delhi said, “For this summer campaign, we decided to focus on the core refreshment benefit of Sprite. The challenge was to communicate this simple benefit in an engaging and interesting manner and in the typical witty Sprite tone. After many iterations we decided on comparing the uselessness of various strange objects to the usefulness of a bottle of Sprite when it came to refreshing people in the hot Indian summer. The choice of the strange objects was not arbitrary. We chose those that made us giggle the most.”

To further keep the consumers engaged, Sprite is running a summer contest, where on scanning 30 unique labels, consumers stand a chance to win a trip to Mauritius. Additionally, Sprite is the official sponsor of the IPL team Sunrisers Hyderabad this year where the fans can share their unique Sunrisers chant to stand a chance to win tickets along with meet and greet activations with the players.