Sprite: Labourers by day, cricket stars by Sprite

This case study explains how Sprite, the beverage brand owned by Coca-Cola, changed its target market in the United Arab Emirates (UAE) in order to increase sales against competitors.

Sprite: Labourers by day, cricket stars by Sprite

Evan KearneyMemac Ogilvy and Mather

Summary – contributing beyond ourselves

The United Arab Emirates (UAE) is the one of the most extravagantly opulent countries in the world: where you can buy gold from vending machines and find haute couturebrands in the same malls you buy groceries from. Yet for all its headline-making cash-splashing, it has a murkier side that few speak of: the labourers who built it all. Treated poorly and paid worse, UAE society has long done its best to pretend these people don't exist – brands included....

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