Coca-Cola: #FridayRelease

Sprite, a soft drinks brand, collaborated with aha and VOOT to create specially curated content to make business in India more sustainable and reduce the over-dependence on away-from-home summer consumption through ritual creation.

Campaign details

Brand: SpriteAgency: EssenceMediacomRegion: APAC

Strategy

Objective

To make the business more sustainable, we need to expand Sprite from playing only in the Away-From-Home social need-state to also playing in the Mental Unwind need-state – which is twice in size and has higher headroom for growth. Screen-Time is the biggest occasion within the Mental Unwind need state and offers the opportunity to build a Weekly+ ritual for Sprite.

Target audience

Gen Z, 15-30 years old, all adults. Screenagers.

Context

We needed to reduce the over-dependence on away-from-home summer consumption through ritual creation. Our audience...

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