Brand | THE COCA-COLA COMPANY |
Product/Service | SPRITE |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Typography |
Idea Creation
|
FP7/CAI Cairo, EGYPT
|
Production
|
ASAP PRODUCTIONS Cairo, EGYPT
|
The Campaign
Egyptian proverbs are memorized by the nation at large. From our movies, to our songs, everyone knows that “A man’s shadow is better than that of a wall” (said to unmarried women) and that “you should only extend your legs as far as your blanket can cover” (said to those with big ambitions or dreams). Naturally, this negative, handicapping culture creates major tension with the younger, more progressive youth. A generation that is more exposed, more aware and more ambitious.
Accordingly, Sprite decided to intervene in the clash of the generations by rewriting NEW, BOLD, EMPOWERING proverbs! Standing in support of its younger target, Sprite was boldly defying the status quo and turning deeply rooted culture onto its head. Launching a multitude of new proverbs loudly and proudly all of the country to ensure that the nation understood, Sprite was calling for change!
Creative Execution
Sprite launched 20 new proverbs, each designed in a unique typeface that reflected the meaning of the new proverb. Using calligraphy and lettered art, each type told a new, different story! One that represented the youth and boldly challenged Egypt’s traditional status quo.
The proverbs were plastered all over the country, primarily on ALL OUR PRODUCTS. Every can and bottle had a new proverb. Fridges, shelves all over the country boldly communicated our request for change! Outdoors complimented the new packaging bringing again the new proverbs to the forefront. Three TV copies were produced and launched on TV to again communicate our NEW proverbs, new messages, new attitudes all brought to the country with the help of Sprite. Late night comedy shows both on TV and online automatically picked up the conversation and helped us amplify the debate.
Indication of how successful the outcome was in the market
Our sales increased by 65% from the beginning of the year! We were in the green again. And so was our brand health. Similarly, for the first time in a long time, Sprite’s KPI’s were starting to show positive inclinations.
- Always doing new things going up 8 pts
- And For Someone Like Me going up a whopping 15 pts across the quarter after the campaign
The campaign definitely managed to get the buzz we needed for a revival, with 45 million Egyptians reached and over 15 million views, with an estimated $40,000 in earned media.
But most importantly, we knew we had started to win over the respect and admiration of our consumer. We were back on the right track.
Teens everywhere are misunderstood. In Egypt, the problem is more acute. Living in a relatively “old-fashioned”, traditional culture, teens are ‘held back’. Restricted by societal norms and expectations, this younger generation is handicapped, unable to find the independence and the empowerment they deserve. This clash of generations is obvious in our culture. Sprite decided to bring these obvious parts of our culture to the forefront and create an open dialogue between the generations. The brand was out to highlight this clear tension and stand in support of its key target, the youth.
To ensure that the brand reaps rewards not just on image and health KPI’s, but also on sales, it was key to bring this conversation to the stores and in fact make our cans and bottles the centripetal point of all the discussion. In doing so, we would ensure that the conversation could NOT happen without the product!
Credits
Ahmed Hafez Younis |
FP7/CAI |
Executive Creative Director |
Rami El Kerdani |
FP7/CAI |
Creative Director |
Moemen El Siwi |
FP7/CAI |
Art Director |
Rana Khairy |
FP7/CAI |
Senior Copywriter |
Sabrina El Ghoneimi |
FP7/CAI |
Copywriter |
Mostafa Abdelmawlla |
FP7/CAI |
Senior Graphic Designer |
Gihad Mansour |
FP7/CAI |
Senior Graphic Designer |
Ramy Kamel |
FP7/CAI |
Art Director |
Shady Allam |
FP7/CAI |
Senior Art Director |
Ayman Anwar |
FP7/CAI |
Head of Art Department |
Mohamed Salah Ismail |
FP7/CAI |
Associate creative Director |
Ahmed Samir Samy |
FP7/CAI |
Graphic Designer |
Hisham Rahma |
FP7/CAI |
Senior Graphic Designer |
Naila Fattouh |
FP7/CAI |
Head of Strategic Planning |
Ahmed Fayez |
FP7/CAI |
Business Unit Head |
Maged Farahat |
FP7/CAI |
Group Account Director |
Ahmed El Shimy |
FP7/CAI |
Account Supervisor |
Hana Hagras |
FP7/CAI |
Account Executive |
Adham El Sherif |
ASAP Productions |
Director |
Amin El Marg |
ASAP Productions |
Producer |
Sameh Hosny |
ASAP Productions |
Producer |
Shorouk Mokhtar |
ASAP Productions |
Producer |
Links
Social Media URL