Campaign: Sprite RFRSH CansBrand: SpriteClient: The Coca-Cola CompanySubmitted by: McCann Worldgroup RomâniaContributing Agencies: UM ROMANIA, MRM//MCCANN ROMANIA, MCCANN PR
Background/objectives:Sprite aim is to further innovate and grow the lemon-lime segment of sparkling non-alcoholic drinks, while competition became recently more aggressive, and connect new generations of teens to the brand via a product innovation that repurposed its cans to solve one of the biggest tensions in teens’ life – speaking their mind and heart out.
Strategy:We transformed Sprite cans intro conversations starters for teens’ emotional breakthroughs with 6 refreshing teens’ hot topics, revealed in 2 phases, using thermo-sensitive technology. Scanning the Shazam code on each can design, would unlock local influencers refreshing message sketches.
Results:Sprite increased can sales, and the number of scans made the campaign the best performing print scanned that Shazam had in Romania.