Coca-Cola Company: Sprite - I Like The Sprite In You campaign (1987-1991)

Rebecca Stanfel

The Coca-Cola Company, the largest soft drink company in the world, had long focused the bulk of its marketing efforts on its flagship colas—Coca-Cola Classic, Diet Coke, and New Coke.

Coca-Cola Company: Sprite - I Like The Sprite In You campaign

Rebecca Stanfel

Overview

The Coca-Cola Company, the largest soft drink company in the world, had long focused the bulk of its marketing efforts on its flagship colas—Coca-Cola Classic, Diet Coke, and New Coke. Its lemon-lime-flavored soft drink, Sprite, by comparison, received little national advertising. But Sprite grew quietly and in 1986 surpassed its "noncola" rival 7UP. Recognizing the soda's potential, Coca-Cola initiated a new Sprite campaign in 1987, centered on the slogan "I Like the Sprite in You" and an upbeat jingle. Coca-Cola used this print, radio, and television...

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