Sprite Minalakhir

OgilvyOne

Entry Information

Country where program ran: Kingdom of Saudi Arabia with GCC Spillover
Program start date: 06/01/12
Program end date: 12/31/12
Advertiser/Client Name: The Coca-Cola Company / Tarun Sabhlok
Product/Service Description: Sprite is a lemon-lime flavored soft drink with a strong appeal to young people in over 190 countries, ranking as No. 3 soft drink worldwide. Crisp, clean-tasting and thirst quenching, Sprite comes with an honest, straightforward attitude and encourages one to be true be to themselves.
Category: Product Manufacturing and Distribution (PMD)

Strategy

Business problem

In the desert kingdom of Saudi Arabia, Sprite had been under a dry spell for three years with stagnant to decreasing sales volumes – losing its share of throat to 7Up. The reasons are not far to find. While the opportunity in the Lime/Lemon segment was too big to be ignored, Portfolio Prioritization in favor of Coke and Fanta meant limited funds available for Sprite Marketing. While we were tasked to refuel the minds of resident young Saudis and resurrect the brand in full force as a no bullshit brand, the challenge was to overcome Direct Marketing Spend limitations for the main marketing media: TV and Print. Ultimately, our goal was to bring Sprite's vision of "True" Self-Expression to life, in a country where censorship is the norm. Our hurdles: although Saudi Arabia represents one of the largest online markets in the Middle East, it is still considered one of the top 10 enemies of the internet with over 400,000 pages blocked.