« Longines Lights Diamond Fires of Elegance | Main | International Herald Tribune To Start Printing In Bangladesh »
May 19, 2006
SPRITE REDEFINES ITSELF
Brand To Be Reenergized with Breakthrough Advertising Campaign and Packaging Update.
Atlanta, May 2006 - Beginning this summer, Sprite, the number one lemon-lime soft drink, is back in a bold, breakthrough way. Focusing on the brand's refreshing "Lymon™" taste, in the U.S. Sprite will hit the streets in full force with an array of programs that includes a new advertising campaign and the first packaging update since the early 90s.
The brand relaunch begins on May 23 at Guastavino's in New York at the first Sprite Street Couture Showcase. The exclusive event will feature collections from five of fashion's top streetware designers, including Etnies, LRG, Rocawear, Triple Five Soul and WESC, as well as an influencer after party.
Sprite's relaunch will be fueled by the Sprite "SubLYMONal™" advertising campaign.
"SubLYMONal is a totally integrated marketing message that focuses on Lymon, Sprite's proprietary lemon-lime flavor formula, which makes Sprite among the world's most thirst-quenching soft drinks," said Don King, Group Director, Sprite, Coca-Cola North America. "As a brand that focuses on young people, Sprite deserves arresting advertising that cuts through the monotony of ordinary commercials, and this multi-faceted campaign does just that.
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's most valuable brand, the Company markets four of the world's top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks.
People will be able to find special codes embedded in the commercials that can be entered at the brand's new website, www.SubLYMONal.com, to unlock exclusive content. The site allows people to actually interact with the advertising and it provides different ways for them to create their own "SubLYMONal" experiences.
"Through the 'SubLYMONal' campaign we have created our own proprietary tongue-in-cheek science that is designed to insert Lymon into the brains of teen consumers," continued King. "SubLYMONal still echoes the "trust your instincts" message of the "Obey Your Thirst" campaign, but it is focused on reminding people that Lymon tastes so good."
In addition to the "SubLYMONal" campaign, Sprite's packaging graphics have been completely redesigned. The new packaging design features the familiar silver, green and blue colors as well as the Sprite brand name and bubbles. The updated imagery is enhanced by the inclusion of a new "S" brand icon that will be featured on all packaging and marketing elements.
Edited & Posted by the Editor | 9:16 AM | Link to this Post
