‘Chilled’ Sprite is back to spread the calm in the latest campaign, Marketing & Advertising News, ET BrandEquity

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Shweta Tripathi in the commercial

Sprite, Coca-Cola’s lemon-lime flavored drink, has unveiled a new campaign to re-establish its positioning as the go-to refreshing drink for a soothing and refreshing experience.

The campaign aims to connect with consumers by tapping into their passion for watching OTT content – ​​making Sprite their drink of choice when they want to sit down and binge on their favorite show or movie.

Sprite was the main contributor to Coca-Cola India’s overall volume-led growth in the first half of the year. It is also the brand with the highest household penetration in the company’s Indian portfolio, the company said in a press release.

The campaign will take a 360-degree marketing approach leveraging multiple touchpoints to maximize consumer reach and engagement, including TV, digital, print, as well as OOH activations. Sprite partnered with Amazon Prime Video and Voot for the campaign.

The humorous TVC takes a fun approach to showing how frustrating constant interruptions while watching your favorite OTT show or movie can be. He goes on to describe how a simple sip of Sprite can restore calm to the drinker in seconds and indulge in their favorite pleasurable genres.

Besides that, the film features Ali Fazal, Shweta Tripathi and Divyendu Sharma. The commercial contrasts the exaggerated response of these overheated characters with the calm and chilled mind after having a chilled Sprite. Tish Condeno, Senior Category Manager, Sparkling Flavors, Coca-Cola INSWA, said: ‘Thand Rakh’ summer campaign, our new film takes an original approach to show how a bottle of fresh Sprite is the perfect partner for all your occasions. and weekends of relaxation. The campaign portrays light-hearted banter to reiterate the brand’s core message of being the go-to refreshing drink that instantly lifts the mood. “The film pushes the ritual of watching content accompanied by a Sprite and what happens when someone gets in your way and your content. Rest assured, Sprite shows how to enjoy your content and stay cool, whatever the situation. Enjoy it. with an icy Sprite in hand. And if anything gets in the way, thank you rakh!” said Ritu Sharda, Creative Director, Ogilvy India (North).

Fazal said, “There’s no drink that calms you down like a Sprite does. Being an artist with a busy schedule, Sprite has always been the refresher of choice for me when I need to refresh myself. I’m beyond thrilled to be part of the brand’s campaign, alongside Tripathi and Sharma. »

The move comes amid an escalation in launches into the healthier space by food and beverage companies around the world as consumers opt for these products, especially after the pandemic. The Glucose Electrolyte Drink is a sports drink and expands the company’s portfolio beyond soft drinks, which currently includes low-sugar juices and Coke Zero.

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