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Coca-Cola launches marketing blitz for Sprite Xpress pack

01-October-2008
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Coca-Cola launches marketing blitz for Sprite Xpress pack

With the festive season round the corner, Coca-Cola India has launched the Sprite Xpress Pack, a 350 ml on-the-go packaging innovation priced at Rs 15. The launch is being supported by a TVC conceptualised by the team at O&M Delhi led by Ajay Gahlaut. The TVC, shot in Malaysia, has been directed by Lloyd Baptista of Nomad Films.

Claimed as being a first-of-its-kind initiative in India, the packaging has been designed to offer convenience and adapts to dynamic and on-the-go lifestyle of the consumers. The strategic initiative aims to build a stronger connect with the youth, who are always on the lookout for opportunities to move up the ladder and prefer Sprite simply because of its unmatched thirst quenching ability and stating facts as they are – ‘Seedhi Baat, No Bakwaas, Clear Hai’.

The launch of Sprite Xpress 350 ml is being supported by a 360 degree communication initiative designed to focus on the theme of mobility of the new and innovative packaging – Outwit to Outrun – communicated in a simple honest and straightforward manner as ‘Sprite Xpress, Ghumo Ghumao’. To deliver the strategic messaging, the latest initiative would leverage a range of delivery channels, including out-of-home media, digital platforms and mass media advertising.

Venkatesh Kini, Vice-President - Marketing, Coca-Cola India, said, “The Sprite Xpress packaging innovation will be the perfect complement to the on-the-move lifestyles of today’s youth. The initiative will further strengthen the brand’s connect with the youth. The new innovation will help expand the market and create a new category in packaging in the beverage industry. The Sprite Xpress Packaging initiative is being driven by an integrated campaign with a new TVC titled ‘Ghumo Ghumao?!’, and also many clutter- breaking innovations in the OOH space.”

The strategic initiative targets the youth by leveraging youth corridors through clutter breaking outdoor creatives all focusing on the new Sprite Xpress 350 ml packaging. To drive the message ‘Sprite Xpress Pack, Ghumo Ghumao’, a range of OOH media are being leveraged starting from shopping malls, parking areas, elevators, escalators, means of transport (on trains, buses and trucks) and other youth hang-out zones to have location specific messages designed to break through the clutter and engage Sprite consumers.

Mukesh Manik and Tony Graver of Encyclomedia are the chief architects the OOH media campaign that has been created using state-of-the-art 3D technology. The OOH advertising aims to leverage innovative mediums to dramatise the occasion benefit of the pack.

Commenting on the creative thought behind the campaign, Ajay Gahlaut, Group Creative Director-Delhi, O&M, said, “The latest Sprite Xpress initiative captures the insight of today’s youth, who is always on the move and is looking for new ways to enhance his on-the-go lifestyle. The latest communication establishes the mobility of the new 350 ml packaging in a very simple and a straightforward manner and is surely a spectacle to watch. The music score composed by R Anandh, uses 24 live percussion instruments, in a manner so as to add an energetic, truly Indian feel, yet with the attitude of Sprite.”

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