2014 Winners & Shortlists

Results and Effectiveness

Sales: • 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* KPIs (2013): • Very Refreshing: Sprite at 41% and 7UP at 28% • Youthful Brand: Sprite at 34% and 7UP at 20% • Cool and Edgy: Sprite at 38% and 7UP at 27% • Always doing new things: Sprite at 38% and 7UP at 26% • Encourages me to be true to myself: Sprite at 40% and 7UP at 29% (*Source: B³)

Creative Execution

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 actress Amina Khalil and musician Sary to center stage. They were introduced to our target audience, as confident, strong and independent creatures. Hammering on the idea that Sprite is all about 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, spreading out the greatness of staying true to oneself.

Insights, Strategy and the Idea

Sprite has always prided itself on being a brand that understood youth. When the January 25 Revolution erupted, Sprite sensed the unprecedented change in their target, and it became evident that it was time to seek out a new means of communication. This sudden schism in youths' perceptions and mindset, pushed them to avidly search for the right form of inspiration that speaks to them; a budding new generation of revolutionaries. The Challenge: How to suddenly alter Sprite's customary tone of voice, and reach out to a quickly maturing and diverse target audience. A target that no longer cared about the latest trends, but rather started caring about the future. Strategy: Extrinsic: Introducing two up and coming young artists, actress Amina Khalil and musician Sary; self confident rebels that will never allow anyone to waver their beliefs. Intrinsic: A reminder that Sprite will always be part of their daily routines.