‘Sprite Bhujaye Pyaas, Baaki Sab Bakwaas. Clear Hai?!’ The aerated soft drink brand is back again re-emphasising the immensely successful tagline in its new campaign. And this time, the plan is to build a stronger connect with the youth, who prefer Sprite because of its unmatched refreshingly, honest thirst quenching ability.
To drive the entire consumer campaign, a 360-degree integrated marketing programme consisting of mass media advertising on all TV channels and on-ground initiatives, including road shows and contests are being rolled out.
The company also plans to leverage new digital platforms like the Internet through a specially-created interactive online ‘Sprite-itude’ zone that offers ample creative and gaming opportunities to the youth. A net user can enter the Sprite-itude zone by either logging on to the Coca-Cola interactive site, Myenjoyzone.com.
The company will roll out this integrated marketing initiative simultaneously across all key markets in the coming week.
The campaign depicts a teen in search of the ‘divine truth’. He goes to a guru atop a mountain. The guru takes his new student through many perilous tasks but the teen’s thirst for truth is not quenched. In the final task the Guru unveils the ‘divine truth’ to the student in true Sprite manner. Through this campaign Sprite continues its single point agenda of provoking the youth to think clearly. It exaggerates the act of quenching thirst to an unbelievable, unrealistic level to suddenly puncture the pretentious build-up with its message “Bhujaye Pyaas, Baaki Saab Bakwas. Clear Hai ?”
According to Debabrata Mukherjee, Director Marketing- Flavours & Media, Coca-Cola India, “Sprite as a brand is all about puncturing pretence, having a cut through perspective of life and stating facts as they are. Sprite has always been able to establish a strong connect with the youth because it talks to them in a simple, honest, straightforward manner. We believe that the new campaign will strengthen this connect with the youth, who are well grounded in reality, can see through all pretences and revel in sharp wit and humour.”
Elaborating on Sprite’s new advertisement, Emanuel Upputuru, Creative Director, O&M, said, “The focus of the new brand campaign is on the thirst quenching ability of the brand without losing Sprite’s typical tongue-in-cheek wit and humour.”
The new advertising campaign, to be aired on all leading TV channels during the summer of 2007, continues with brand Sprite’s single point agenda of provoking the youth to think clearly. The focus of the new brand campaign is on the “thirst quenching”.
The entire campaign has been conceptualised by Upputuru and has been produced by a team of young ad film enthusiasts from Chrome Films. The advertising film has been shot in Leh, Ladakh.