Sprite No Sugar: No Competition

Arjun Paul Vedanayagam, Ibrahim Salim Khan

Sprite relaunched Sprite No Sugar in China with a multichannel campaign to grow consideration, conversion and engagement to increase volume share by 50%.

Campaign details

Brand: Sprite Brand owner: The Coca-Cola Company Entrant company: OgilvyIdea creation: Ogilvy Shanghai Market: Greater China Sector: Carbonated soft drinks Media channels: Outdoor, Out-of-home, Word of mouth, Influencers, KOLs, Point-of-purchase, In-store, Sales promotion, Social media, Virtual & augmented reality, Product sampling Budget: 1 - 3 million

Executive summary

Sprite, a megabrand in China, lost significant share between 2019-2021 to a category disruptor: a no-sugar carbonated drinks start-up, Genki Forest.

Initially reluctant to push Sprite No Sugar to avoid cannibalisation, eventually Sprite...

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