Sprite: I Love You, Hater

Soft drinks brand Sprite launched a multi-channel campaign to help teens respond to online haters in Latin America.

Campaign details

Brand: SpriteBrand owner: Coca-ColaAgency: Santo Buenos AiresCountries: Argentina, Brazil, Mexico, Bolivia, Chile, Paraguay, Uruguay, Peru

Market background

Haters around the world are constantly posting painful comments on social media. Teenagers are the most affected by this hateful behavior, which can lead to depression and even, tragically, suicide.

Challenge and business objectives

  • Recruit a new generation of teens and build and emotional bond with them
  • Build brand credentials

Strategy

As one of the closest brands to teens, we got involved in the conversation by giving them new vocabulary and new tools to...

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