In the fiercely competitive carbonated soft drinks market, innovative marketing gimmicks can make all the difference in the quest to quench the thirst of consumers. So, Coca-Cola has come up with a new offering for Sprite consumers – online.
The cola major has launched an online ‘Sprite-itude’ experience zone for Sprite consumers. The highly interactive web zone is focused around the attitude of Sprite drinkers including Sania Mirza. For the first time Sprite consumers get a chance to do their own thing on the Internet, including creating their very own T-shirt slogan for Sania to wear.
Besides, consumers can also make their own Sprite-itude mobile movie and play games online. Sprite-itude loggers get a chance to win prizes including iPods, Reebok shoes, Nokia N-Gage mobile phones, digital cameras, music CDs, etc. As part of the Grand Prize, lucky Sprite-itude surfers would also get a chance to meet Sania Mirza herself.
A net user can enter the Sprite-tude zone by either logging on to the Coca-Cola interactive site www.myenjoyzone.com and then clicking on the Sprite-itude section or by directly keying in the URL http://www.myenjoyzone.com/sprite/sania/.
Said Vikas Gupta, VP-Marketing, Coca-Cola India, “Sprite as a brand is all about puncturing pretensions, having a cut-through attitude and stating facts as they are. The challenge was to capture and bring alive the same essence in the online world. That’s how the whole idea of launching Sprite-itude was conceptualized. This first of its kind online destination provides consumers with the freedom and the power to do their own thing. Something for which India’s latest tennis’ sensation – Sania Mirza -- is also known for.”