Ao aims to reinforce the brand’s “hot climate, cool head” concept
Sprite announced the return of the “Sprite Shower” as part of the launch strategy of its new global campaign that aims to attract consumer attention, focusing on Generation Z.
The three giant showers, which accompany fun phrases and are shaped like fast-food soda machines, reinforce the brand’s “hot climate, cool head” concept and, in Brazil, the experience is being carried out by Plural Marketing. The action will also take place in Argentina and Mexico.
The first activation of the “Sprite shower” took place last weekend, at Praia do Crush, in Fortaleza (CE) and will continue on to Rio de Janeiro (RJ), Bertioga (SP), Vila Velha (ES), Recife (PE ) and Xangri-l (RS). The experience will be open to the general public and will take 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 treadmill for wheelchair users, information in Braille in totems for communication and bilingual service in LIBRAS (Brazilian Sign Language), created 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 refreshing experience Sprite”, explained Ted Ketterer, Marketing Director at Coca-Cola Brazil.
The activation was developed in a sustainable way and will also serve to promote awareness about water use. Therefore, showers will be limited to 12 seconds.
In addition, the space will also neutralize carbon, collect and correctly dispose of waste, send scenographic tarpaulins for reuse and have a production team and promoters based on diversity to promote inclusion, generating opportunities for young people in vulnerable situations. social through the Coca-Cola Brazil Institute.
