Sprite x Xiaomi, relying on "sky" to eat, "hot" store opened

"Summer Relief Program" is a series of activities held by Sprite every summer. In 2021, Sprite hopes to join hands with Xiaomi to expose the event and guide users to pick up Sprite at Burger King stores (covering 186 cities across the country), so that Sprite's image of "cooling the heart and releasing thirst" penetrates the minds of consumers.

Case details

Brand: SpriteBrand owner: Coca-ColaMain agency: Xiaomi MarketingMain agency holding group: Xiaomi Group

Market launch: Mainland ChinaIndustry: BeveragesMedia Channels: Mobile & Apps, Brand Crossover/Joint MarketingBudget: 1-2 million

Case Summary

The "Summer Relief Program" is a series of activities held by Sprite every summer: in hot weather, users can go to a nearby fast food restaurant to pick up a cup of Sprite. This year, Sprite hopes to break through the marketing formula of previous years and deepen the association between users' "hot...

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