Sprite: A journey of clarity

This case study explains how Sprite, the soft drinks brand, tackled slowing growth in India by placing its brand at the centre of changing popular culture and values.

Sprite: A journey of Clarity

Principal authors: Vandana Nath and Neeraj Bassi, Ogilvy & Mather GurgaonContributing authors: Kawal Shoor and Madhukar Sabnavis, Ogilvy & Mather Gurgaon

Summary

Launched in 1999 Sprite had a successful decade of being the 'anti-Cola'. But by 2008 Sprite's growth rate had started to show a decline.

From a 63% growth in 2004, to a single digit growth in 2005 & 2006, stabilizing at 12% in 2008, the brand was witnessing slow national expansion.

This case shows how advertising helped bring back high rates of growth for Sprite. Communication helped broaden the brand's...

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