In one of the hottest summer seasons in recent years, Spritethe iconic lemon-flavored drink from The Coca Cola Company, announces an innovative global campaign, with a multimedia approach and several activations across Brazil to attract the attention of consumers, especially Generation Z, offering refreshing experiences during the season.
To provide refreshment in the heat with fun and authenticity, the brand brings back the legendary Sprite shower, with three giant shower heads, accompanied by fun phrases, characteristic of the campaign, which take the form of fast-food soda machines. The initiative, which will also take place in Argentina and Mexico, seeks to provide a feeling of freshness to bathers, connecting socially and emotionally with the brand, reinforcing Sprite’s hot climate, cool head concept. In Brazil, the shower experience is being carried out by the agency Plural Marketinga brand experience company that transforms ideas and projects into collective experiences.
The first activation of the “Sprite shower” took place last weekend (13th and 14th), at Praia do Crush, in Fortaleza (CE) and continues to Rio de Janeiro (RJ), Bertioga (SP), Vila Velha (ES ), Recife (PE) and Xangri-l (RS), scheduled for completion in February. The experience is open to the general public and takes place on weekends, with the distribution of Sprite products.
We want to provide a moment of fun, multisensory, to bring Sprite’s refreshment to thousands of people, bringing back the nostalgia of the first shower, which took place in the summer of 2012/2013. We will have an accessibility mat for wheelchair users, information in Braille on totems for communication and bilingual service in LIBRAS (Brazilian Sign Language), provided by a promoter. In addition, we will have organizing grids to facilitate access, a security team and medical ambulance so that all participants can make the most of this Sprite refreshment experience, explains Ted Ketterer, Marketing Director at Coca-Cola Brazil.
The activation was developed with the sustainability DNA that is at the core of The Coca-Cola Company’s business values and practices, which is why it follows a series of sustainable practices, measured and intelligent use of water, carbon neutralization, collection and correct disposal of waste, sending all scenographic canvases for reuse and a production team and promoters based on diversity to promote inclusion, generating opportunities for young people in situations of social vulnerability through the Coca-Cola Brazil Institute.
Most of the hiring of professionals and suppliers who will work during the experience was done locally to enhance and boost the economy of the cities where the Sprite shower will pass, comments Ketterer.
To provide a refreshing experience, but also promote awareness of water use, avoiding waste, shower times will be limited to 12 seconds. The shower will be activated by a button, which imitates the soda machine lever. Certified water trucks were hired to supply water to fill the water tanks used in the shower, the water used will be returned to the ground.
Gives summer an irresistible flavor
Anchored in the good humor characteristic of Generation Z, this year’s campaign seeks to help consumers stay cool and express themselves in hot situations, taking advantage of Zoomer Humor, a way of dealing with difficult moments, not just as a way to face them, but also to highlight the lightness given to the importance and impact they have on people’s lives. With this in mind, Sprite prepared special and funny phrases, which will illustrate the campaign, helping consumers to express their emotions in hot situations. Communication will appear in digital media, social networks, billboards, posters, special cans, notices and in unexpected places, such as refrigerators, shows and more.
The new campaign’s motto is Bringing humor to difficult situations, thinking about conditions we face regularly during the summer, and is anchored in the good humor that helps us enjoy life, said Ketterer. Our goal is to make Sprite connect with consumers, not only refreshing their bodies and minds after these hot moments, but also helping them to better express what they are really thinking, with a selection of unique and funny phrases that represent our campaign, he explains.
With Sprite’s cheeky, fun and irreverent tone of voice, each video produced ends with a humorous revelation of people going through heated moments in their everyday lives. Furthermore, to generate identification and expression, the brand will bring original phrases that will be the basis for soundtracks for TikToks and Sprite campaign films. Eight songs were also created for the audiovisual campaign, which will be made available for consumers to download and use as a soundtrack for videos on their social networks. Complementing the activation, for each million views obtained on each song, a free Sprite will be distributed in selected markets.
Furthermore, for this campaign, the brand has the global platform of Sprite, Clima Quente, Cabea Fria, which is a fun approach to the importance of keeping a cool head when we face inevitable moments that would normally irritate us, inviting us to Take a break and enjoy a moment of refreshment with Sprite. The platform also connects, in a broader sense, to the physical heat we feel, especially on hot summer days, as Sprite is a great drink to cool off during the season.
Sprite’s Summer 2024 campaign and its activation elements in Latin America were created in partnership with WPP Open X, with creative leadership from global hub AKQA.
For Joo Gandara, associate creative director, Generation Z grew up with the freedom to express themselves freely. Memes have evolved into a distinct medium for this generation to interact with and interpret the world. We love your humor. They know that laughing at frustrating situations can be the best way to deal with them. That’s why we brought this spirit to our campaign, using short songs that make fun of daily frustrations, which is something very popular with them on social media, as a way of keeping a cool head in a heated moment.
The Irresistible Flavor of Sprite will be delivered through a complete experience that includes out-of-home digital advertising, online video, social media content and on-premises experiences. To bring Sprite refreshment to different consumers, the brand prepared a sampling campaign for the product in 100 stores, spread across the country, in partnership with customers GPA and Carrefour. The activation will take place on the weekends of the 12th and 13th and 19th and 20th of January.
Sprite making a difference
In 2022, Sprite launched new PET packaging, which is now transparent, replacing the iconic green that the brand used 60 years ago. This change reflects The Coca-Cola Company’s continued commitment to a World Without Waste by simplifying the material recycling process. Furthermore, the initiative is aligned with the Blue Keepers program, which is dedicated to reducing trash at sea, and is linked to the UN Global Compact’s Water and Ocean Action Platform in Brazil.
Furthermore, to collaborate with the preservation of the environment and bring more awareness to consumers, at the end of 2022 Sprite started the Beach and River Cleaning Project, in partnership with Blue Keepers. In its first year, ending in 2023, the action carried out 24 cleaning efforts in six Brazilian cities, totaling a volume of 15 tons of waste collected, which was sent to local cooperatives for reuse and ecologically appropriate disposal.
Sprite Shower Dates and Locations
This always takes place from 9am to 6pm:
- January 13th and 14th, at Praia dos Crush (Avenida Beira-Mar, Fortaleza CE)
- January 18th to 21st, at Copacabana Beach (Avenida Atlntica, Rio de Janeiro RJ)
- January 20th and 21st, at Praia da Enseada (Avenida Tom de Souza, Bertioga SP)
- January 27th and 28th, at Praia da Costa (Avenida Antnio Gil Veloso, Vila Velha ES)
- January 27th to 31st, at Praia de Boa Viagem (Avenida Boa Viagem, Recife PE)
- February 2nd and 3rd, at Praia de Atlntida (Avenida Beira Mar, Xangri-l RS)
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