Sprite sugar-free, cool and invincible

Ibrahim Salim Khan, Selwyn Low, Johnson Zhu

Sprite, a soda giant, has been hit hard by the lack of sugar-free products. Faced with the market loss in the past three years from 2019 to 2021, Sprite Sugar Free has renewed its product line and brand identity, hoping to re-launch through creative campaigns and win back the market.
Case Details

Brand: Sprite Sprite

Brand owner: Coca-Cola Coca-Cola

Main agencies: Ogilvy Shanghai, EssenceMediacom Shanghai

Main agency holding group: WPP

Launched on the market: Mainland China

Industry: Beverage

Media channels: outdoor (outdoor billboards, transportation network media (aircraft, high-speed rail, subway, bus, taxi and other transportation lines)), TV (OTT), influencers (key opinion leader KOL, key opinion consumer KOC), Interactive/digital online (mobile & APP, online video advertising, news feed advertising, programmatic advertising, social media), social (Weibo, WeChat), short video & live broadcast (TikTok) streaming media/long video ( iQiyi, Tencent Video, Youku, Mango TV)

Budget:15-20...

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