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The Sprite way to use a fridge pack

08-August-2009
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The Sprite way to use a fridge pack

Coca-Cola India has come up with an integrated communication initiative, ‘Fridge Mein Jayega, Bade Kaam Ayega’, to support the launch of the 1.25 litre Fridge Pack of its soft drink brand Sprite. The Pack has been designed to strengthen Sprite’s consumer connect in the in-home consumption segment.

The brand communication campaign is scheduled to go on air on all TV channels from the second week of August. The latest communication campaign for Sprite has been conceptualised by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather Delhi. The film has been directed by Shoojit Sircar from Rising Sun Films.

Riding on the core idea of ‘Seedhi Baat, No Bakwas, Clear Hair?!’, the latest communication takes forward the theme of youth continuously looking for smarter ways to move up the ladder and constantly seeking to take easier and uncomplicated routes to attain their goals. To deliver the strategic message, an integrated communication programme is being rolled out involving a range of consumer engagement channels such as digital platforms, the Internet, radio, out-of-home media, and mass media advertising.

Srinivas Murthy, General Manager - Marketing (Flavors), Coca-Cola India, elaborated, “Packaging innovation has always added a new dimension to the whole experience of having a soft drink, making it far more convenient for consumption and also offering better value for money. With the trend of in-home consumption of ready to drink packaged beverages on the rise, the convenient 1.25 litre fridge pack offers immense benefits to the consumers. The new communication initiative depicts the convenience of this pack through a creative rendition that is peculiar to brand Sprite.”

Commenting on the creative thought behind the campaign, Ajay Gahlaut said, “The storyline depicts the Sprite way of using the fridge pack and its handiness at home, keeping the brand’s tongue-in-cheek attitude, wit and irreverence. The story is based on a common insight of a typical bachelor’s pad, where youngsters staying away from their homes are always craving for home-cooked food. In their nostalgia, they invite their next door neighbour aunt, who oblivious of their intentions, happily obliges to cook for them.”

The Sprite fridge pack communication revolves around the idea – ‘Fridge Mein Jaayega, Bada Kaam Aayega’ (Fits in your Fridge, comes in handy in everyday life). The plot depicts a story of four youngsters who are staying together. These youngsters have nothing but a Sprite fridge pack in the fridge and have no idea what they are going to do for dinner. The plot unfurls when the protagonist, armed with the Sprite fridge pack at home, uses his quick wit to get themselves a home-cooked meal, having the Sprite fridge pack at home inspired moment of quick wit, where they influence their neighbour to come and cook for them.

Leveraging the online platform, Sprite will also launch a consumer contest on in.com a day prior to the online premier of the communication for the fridge pack. As part of the communication, consumers get an opportunity to predict the entire plot of the communication just by viewing the TVC for the initial eight seconds. Consumers are expected to predict the way forward for the protagonist, who uses a fridge pack to find a way for his dinner. Six consumers selected from a computer-generated lucky draw with the correct answers would win Nokia multimedia phones.

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