Agency: Ogilvy & Mather | Authors: John Shaw and Jon Miller |
Sprite – Freedom from thirst: a Darwinian route to global success
INTRODUCTION
Sometimes, global campaigns are planned. Sometimes, they just happen. In a world where marketers need to be faster and faster on their feet, one strategy for success is to be quick to spot a promising idea and encourage its wide expansion. This is what happened in the case of Sprite's 'Freedom From Thirst' campaign, where a strong core idea developed for some Asian markets was taken global at considerable speed and with considerable success. This was...