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    Sprite, the jewel in Coca-Cola India’s portfolio, launches a quirky brand campaign

    Coca-Cola’s flagship beverage Sprite has become one of the leading brands for the company’s Indian operations.

    Most recently it emerged as the biggest contributor to overall volume-led growth for Coca-Cola India in the first half of the year, along with becoming the brand with the highest household penetration in the company’s India portfolio.

    While colas used to rule the beverage category at one time, recent consumption trends have made the category footprint much more inclusive, with the growth of subsets like sparkling, lime and mango. 

    Interestingly Sprite has emerged as the brand with the highest household penetration under Coca-Cola India’s portfolio. As per a recent syndicated study by Kantar, Sprite has a household penetration of 11% which is the highest for a beverage brand. A Coca-Cola spokesperson said it contributed 25% to the overall volume-led growth in the first half of this year.

    Sprite, over the years, has managed to establish itself as a leading youth brand, with its edgy, quirky, and often over-the-top urban conversations in its storytelling.

    Buoyed by its sales success, Sprite recently launched a new campaign talking about its positioning as the go-to refresher drink for a cooling experience and the perfect partner for unwinding occasions and weekends.  

    Tish Condeno, senior director, sparkling flavors category, Coca-Cola INSWA, said: “The new film conceptualized by Ogilvy India portrays light-hearted banter to reiterate the brand’s core message of being the go-to refresher drink.”

    Ritu Sharda, chief creative officer, Ogilvy India (North), added: “The campaign is a humorous take on the ritual of watching content accompanied with a Sprite and what happens when someone comes in the way of consuming the content.”

    With the rapid rise of OTT penetration in India, the brand has partnered with Amazon Prime Video and Voot, two of the country's leading OTT platforms, for the rollout of this campaign.

    The campaign’s other touch points include television, digital, print, as well as OOH activations. The activation leg of the campaign lets consumers win OTT subscriptions through Sprite bottles.

    The brand hopes to further enhance its consumer touch points and audience engagement with the evolving choices.

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