Sprite: Measuring the Intensity of a Media Sponsorship
Category: Beverages - Non-Alcohol
Brand/Client: Sprite / The Coca-Cola Company
Lead Agency: BBH New York
Contributing Agencies: Turner Sports, Starcom MediaVest Group, MIT Media Lab
State of the brand's business
Sprite's big challengers are Coke, Diet Coke and Pepsi1. As all marketers know, recruitment is the commercial imperative for any brand whose lifeblood is a youth audience; every new generation that comes into the market needs to feel this brand is especially relevant to their gang.
The soft drinks market understands this challenge more than almost any other category and colonizes sport, entertainment, music and celebrity accordingly. The effective activation of a given tactic/celebrity/event can make a real difference for a brand, and catch fire across a whole generation.