The Coca-Cola Company Indonesia: Sprite Ramadan: A Truth in The Truthful Month

Sprite, a soft drink brand from the Coca-Cola Company, launched an online video and used mobile advertising to target Indian consumers in the hottest climates and encourage them to drink Sprite during the fast in Ramadan.

Agency: BERAKAR KOMUNIKASI, Indonesia

The Summary Statement

In fasting season, while other brands in Indonesia used religious image to communicate themselves, Sprite stayed being truthful to what consumers really experience during Ramadan: to withstand the hunger and thirst throughout the day. This campaign smartly empathize to what consumers experienced during fasting: the feeling of thirst, by portraying what consumers actually feel when they are thirsty to build desire to the product (Sprite) and exposed the campaign material at the moment and location where thirst are at the highest level (highest temperature of the day). To strengthen the effect, special...

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