2013 Winners & Shortlists

Brief Explanation

Sprite has been virtually non-existent in the Middle East for three years. We were tasked to bring it back to life, along with its core value message of being a refreshingly honest brand that doesn’t promote bullshit. Our strategy was to encourage young Saudis to adopt this kind of mindset in their lifestyle. The audience was not familiar with the brand, and has never been exposed to this bold tone of voice, especially in Saudi Arabia, where every kind of content is constantly filtered. Our young target audience spends a daily average of 15 hours on the internet. They feel more comfortable expressing themselves online, where restrictions are decreased. It was only fitting that we create a digital, interactive platform for Saudi self-expression, inspiring them to be like Sprite – true to themselves.