Sprite, India's largest Selling Clear Lime Soft Drink Brand, Unveils Its Summer Campaign For 2008

Integrated brand communication initiative to leverage Out-of-Home (OOH) media, digital platforms, on ground initiatives and mass media communication

Integrated brand communication initiative to leverage Out-of-Home (OOH) media, digital platforms, on ground initiatives and mass media communication
360 degree communication initiative, designed to focus on the new Sprite attitude of having a cut through perspective of life by stating facts as they are- "Seedhi Baat, No Bakwaas, Clear Hai ?! "
Strategy includes building a stronger connect with the youth, who prefer Sprite simply because of its unmatched thirst quenching ability and its refreshingly honest attitude.
In-addition to mass media advertising, the 2008 Integrated communication program to extensively leverage OOH media through special location specific creatives
Outdoors like movie theatres, university campuses, other youth hang out zones to have location specific messages designed to break through the clutter and engage Sprite consumers
Latest brand communication effort includes airing an engaging TV commercial, conceptualized by Ogilvy & Mather, produced by Soda Films' director Rajesh Krishnan and shot in Goa.

Hyderabad, 7th February, 2008: For the summer of 2008, Coca-Cola India today announced the launch of an integrated brand communication initiative for country's largest selling clear lime soft drink brand - SPRITE. In the latest campaign, Sprite has given a totally new take to the old adage, 'Honesty is the best policy'. The latest 360 degree communication initiative has been designed to focus on the new Sprite attitude of having a cut through perspective of life by stating facts as they are - "Seedhi Baat, No Bakwaas, Clear Hai ?!". The strategic communication focuses on building a stronger connect with the youth, who prefer Sprite because of its unmatched thirst quenching ability and its refreshingly honest attitude. To deliver the strategic messaging, the integrated communication program would leverage a range of delivery channels - Out-of-Home Media, Digital Platforms and Mass Media Advertising

According to Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, "Brand sprite is all about having a refreshingly honest and irreverent perspective on life. Sprite's new campaign, has been designed to strengthen the brand's connect with the youth of today by engaging them in a simple, honest and straightforward manner. To deliver the message of "Seedhi Baat, No Bakwaas, Clear Hai ?!, special care has been taken to reach out through clutter breaking innovations. This is all part of the 360 degree marketing communication campaign being rolled out."

Brand Sprite has over the years become synonymous with having no nonsense, and unpretentious attitude, built through communication like "Sprite Bhujhaaye Pyaas, Baaki All Bakwaas". The latest communication through "Seedhi Baat, No Bakwaas, Clear Hai ?! " now takes an even deeper dive into the very psyche of today's youth.

Clutter breaking Innovation: Focus on Out -of -Home (OOH) Advertising

The Campaign targets the youth by leveraging youth corridors through clutter breaking outdoor creatives all focusing on the new Sprite attitude of "Seedhi Baat, No Bakwaas". To drive the message, a range of OOH media are being leveraged starting from movie theatres, to university campuses and other youth hang out zones, each having clutter breaking, location specific messages. For example a Sprite hoarding in a movie theater would read "Every Movie, Looks Good In A Trailer- Seedhi Baat, No Bakwaas Clear Hai ?! ", similarly a hoarding at a bus shelter would read 'Just when the conversation gets interesting, her bus arrives- Seedhi Baat, No Bakwaas, Clear Hai ?! ".

Storyboard Of The Ad.

The campaign is further supported by an interesting TV commercial which tells the story of a young man who is just being himself. He tells the truth - only the world is not ready to believe him. The young man who is actually friends with two girls tells the truth to both of them about the other. But they refuse to believe him. The TV commercial ends with the tag line "Seedhi Baat. No Bakwaas."

The brand communication campaign is scheduled to be aired on all leading TV channels during the summer of 2008, beginning the second week of February '08. The campaign has been conceptualized by Titus Upputuru, Senior Creative Director of Ogilvy & Mather and has been produced by Soda Films' director Rajesh Krishnan. The advertising film has been shot in the picturesque locales of Goa.

Commenting on the creative thoughts behind the campaign, Titus Upputuru, Senior Creative Director of Ogilvy & Mather said, "The 2008 Sprite campaign is focused on the thirst quenching, no nonsense, and unpretentious attitude of the brand. The campaign has been specially designed to talk to the youth in their language through a unique and original style of graffiti and illustrations. Sprite believes in evolving with the youth and in this day and age of SMS talk and edgy internet advertising, the brand's communication style is truly original and in touch with the language of the youth."

About Coca-Cola

Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors. In-addition the company's business operations also engage approximately 1,50,000 people in India.

For further queries please contact Satya Pamula, Integral PR @ 98480 18923

Integral PR