Sprite cricket stars

Memac Ogilvy & Mather/Universal Media


This campaign won a Silver Award at the Jay Chiat Strategy Awards. Browse more winning cases.


Summary

For as long as anyone could remember in the UAE, 7UP had been hammering Sprite with nearly 80% market share, overwhelming marketing budgets and suffocating presence. We were trying to compete with them for the same audience on the same channels and we were getting crushed.

In 2011, we suggested that Sprite stop trying to go head-to-head with 7UP, and instead adopt a blue ocean strategy. As all good brands should, we started with the consumer. We identified a segment that Sprite (or any other brand, for that matter) had never previously considered, and through thoroughly researching and understanding them like no one had before, convinced Sprite to do the previously unthinkable.