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: Sprite Brand Owner: The Coca Cola Company Lead Agency: Interactive Avenues Pvt. Ltd. Country: India Industries: Carbonated soft drinks Media 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.

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