Coca-Cola’s Sprite brand has continued with its theme of weeding out pretense and cutting to the chase in its latest communication effort, captured by the tagline – ‘Seedhi Baat, No Bakwaas, Clear Hai?!’ The campaign has been conceptualised by Ajay Gahlaut and the team at O&M, Delhi, and directed by Vinil Matthew of Footcandles Films.
The strategic communication focuses on building a stronger connect with the youth, who prefer Sprite because of its unmatched thirst quenching ability and its refreshingly honest attitude. Srinivas Murthy, General Manager, Flavour Brands at Coca-Cola India, said, “Over the years, Sprite as a brand has become synonymous with no nonsense, honest and cut-through attitude. Our research has shown that the whole concept of ‘Seedhi Baat, No Bakwaas, Clear Hai?!’ has worked very well for Sprite, making it India’s largest selling soft drink brand in the clear lime segment.”
The Sprite communication dramatises this insight by depicting a situation where a teenage boy is trying hard to get friendly with a girl. He adopts this long-winded approach of getting friendly with her parents or playing with her dog. Against this backdrop, there is the Sprite protagonist, who very nonchalantly cuts to the chase by going up and befriending the girl directly. The humour in the plot is heightened by some quirky treatment and depiction of the situation.
The communication initiative targets the youth by leveraging youth corridors through clutter breaking outdoor creatives all focusing on the Sprite attitude of ‘Seedhi Baat, No Bakwaas’. To drive the message, a range of OOH media are being leveraged at key locations starting from university campuses to other youth hangout zones, including interactive mediums like mobile and the Internet, each having clutter breaking, location specific messages.
The brand communication campaign is scheduled to be aired on all leading TV channels in the middle of February 2009.
Ajay Gahlaut Group Creative Director - Delhi, Ogilvy & Mather, said, “The new communication initiative for 2009 is focused on the simple thirst quenching ability and unpretentious attitude of Sprite. The youth today are continuously looking for smarter ways to move up levels quickly and are constantly seeking to take easier and uncomplicated routes. The new communication’s simple story-line depicts Sprite as a cool and edgy brand for the youth. We believe that the new communication will further strengthen Sprite’s connect with the youth, who are well grounded in reality, can see through all pretences and revel in sharp wit and humour.”