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...