Sprite: Bringing 'Thand' back in summer 2022

Sprite, a ready to drink brand, identified election political debate shows in India and activated communications during heated moments between panellists to regain leadership and build household penetration.

The marketing objective

Sprite is a market leader within the Lime segment of Non-Alcoholic Ready To Drink Category (NARTD) and among the top recruiting brands into the category (2x vs other brands). However, Sprite's clear advantage on category recruitment is being weakened by regional players with <15Rs. Single Serve packs. Our vision for 2022 was to make an explosive comeback with the highest ever H1 volume (growth of +10% vs. 2019) With this milestone, we also aim to regain our leadership as the undisputed No.1 NARTD brand in India.

The Target Audience

GenZ and millennials, Metros and Tier 1 &...

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