Sprite - Freedom from thirst: a Darwinian route to global success

This 2005 global campaign by Coca Cola for Sprite aimed to develop a basic TV campaign idea that could be attractive to young people anywhere around the world.
Agency: Ogilvy & MatherAuthors: 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...

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