Sprite: Break the Pretence

This case study describes how the soft drinks brand Sprite used a search-based, real-time content strategy to increase brand penetration in India.

Campaign details

Brand: SpriteBrand Owner: The Coca Cola CompanyLead Agency: Interactive Avenues Pvt. Ltd.Country: IndiaIndustries: Carbonated soft drinksMedia Channels: Online display, Search marketing

Executive summary

Sprite's brand philosophy of calling out pretence is quite popular on conventional media channels. The challenge was to reach out to the youth in metropolitan and tier-1 cities, the biggest consumption market for the drink, on digital media.

We realised that today's youth was highly informed, owing to high internet penetration, as well as extremely opinionated. Young people were quick to read up on the...

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