Coca-Cola South Africa's brand office was involved in a global audit in early 2002. The audit found that while consumers related to the brand's intrinsic values of clarity and thirst quenching ability, they did not necessarily play this back to extrinsic values such as honesty, self confidence and self expression.
"Consumers were lacking a relevant connection on an extrinsic level that directly related to the brands offering. A strategic decision to zone in on the brands clarity as the intrinsic was then made. Consumer insight work also revealed a growing realization and disdain for fake news, advertising, politics and even people. The link was then made between the transparency of the product and the evident transparency of these elements. This led to a brand core of "Refreshing Honesty"," states Haydn Townsend, Strategic Planning Director Ogilvy Johannesburg.
The new campaign has taken the opportunity to highlight brand Sprite's irreverent attitude coupled with it's wicked sense of humour to meaningfully connect with its younger market and be the benchmark on how a clear CSD should behave.
"Spotting the gaps in the logic of the world around them, is a game that young people love to play. Because of its clarity, Sprite also loves to play the games and enjoys its role of encouraging everyone to join in," says Graham Lamont Creative Director. "Our new payoff line 'See through it' is Sprite's way of highlighting what is not true or honest – it says it as it is."
Two commercials have been produced by Ogilvy. "Wiggaz" explores the phenomenon of whites who pretend to have grown up in the hood with their black brothers, and "Prince" which takes a light hearted view of "African royalty" and its attraction to women. The commercials were directed by Greg Gray from Velocity.
The new campaign will allow Sprite to reconnect with its consumers by becoming the brand that understands and supports youth culture and which is constantly saying and doing things that reflect these inspirations.
The new campaign includes television and outdoor and began flighting end May, 2004.
Introduced in 1960, Sprite is the world's leading lemon-lime flavoured soft drink and is sold in more than 190 countries. Sprite ranks as the No. 4 soft drink worldwide, with a strong appeal to young people.
Ogilvy Public Relations Worldwide / South Africa
