Coca-Cola Company: Sprite - I Like The Sprite In You campaign
Rebecca StanfelOverview
The Coca-Cola Company, the largest soft drink company in the world, had long focused the bulk of its marketing efforts on its flagship colas—Coca-Cola Classic, Diet Coke, and New Coke. Its lemon-lime-flavored soft drink, Sprite, by comparison, received little national advertising. But Sprite grew quietly and in 1986 surpassed its "noncola" rival 7UP. Recognizing the soda's potential, Coca-Cola initiated a new Sprite campaign in 1987, centered on the slogan "I Like the Sprite in You" and an upbeat jingle. Coca-Cola used this print, radio, and television...