2014 Winners & Shortlists

The Campaign

Priding itself on its ability to understand youth, Sprite knew that the revolution's eruption demanded that they instantly adopt a new means of communication. Thus, a two-tier plan was devised: Extrinsic: Introducing two up and coming young artists; ones are self confident and will never allow anyone to waver their beliefs. Intrinsic: Sprite as a product priding itself on being just a lemon lime beverage that provides sudden intense refreshment in any occasion. Main Objective: Altering tone of voice to engage a rapidly maturing and diverse target.

Success of the Campaign

We surpassed our main competitor in the following: • Share of Total Market: +1.7% in Q4 2012 and reaching +2.4% in Q2 2013* • Share of Segment: -0.7% in Q1 2011 and reaching +10.7% in Q2 2013* • Volume: Incremental volume of +4% YTD Aug’13 vs. YTD Aug’12 (*Source: Canadean) Brand KPIs: • Very Refreshing: Sprite at 41% and 7UP at 28% vs. Sprite at 44% and 7UP at 45% • Cool and Edgy: Sprite at 38% and 7UP at 27% vs. Sprite at 38% and 7UP at 32% • Always doing new things: Sprite at 38% and 7UP at 26% vs. Sprite at 38% and 7UP at 32% • Encourages me to be true to myself: Sprite at 40% and 7UP at 29% vs. Sprite at 41% and 7UP at 36% (*Source: B³) Harping on our success, 13 countries from worldwide adapted our ad.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To extend our reach as much as possible, we orchestrated an integrated, extensive campaign that was launched via traditional and non conventional media channels. The traditional channels included TV, radio, OOH and digital. In addition to being supported by on ground activations, like the Sprite Mirrors and Sprite Self Expression booth. The TV ads pushed emerging actress Amina Khalil and underground musician Sary to center stage. They were introduced to our target audience, as confident, strong and independent creatures. Intrinsic TV ads were created featuring Sprite priding itself for being a simple lemon lime beverage that provides intense sudden refreshment in a witty pep talk-ish monologue. Hammering on Self Expression, we chose a number of popular youth hangouts and embellished their bathroom mirrors with the famous Sprite sparks and the campaign's slogan “Ana Keda” (Obey You). The Self Expression booth toured across different governorates as well.