SPRITE SAYS ‘LET’S BE CLEAR’ WITH FIRST EVER GLOBAL MARKETING CAMPAIGN

SPRITE SAYS ‘LET’S BE CLEAR’ WITH FIRST EVER GLOBAL MARKETING CAMPAIGN

• Sprite has launched a new TV advert in GB as part of its multi-million-pound global campaign – ‘Let’s Be Clear’
• Live from 1^st July, the campaign is about transparency, individuality and authenticity, and will encourage young adults to reset and refresh during key moments of the day with a Sprite
• Sprite is enjoying 7.2% value growth[1] in GB, and the aim is to build on this by taking ownership of the at-home chill-out occasion, while also catering for increasing consumption on-the-go

Sprite, manufactured and supplied by Coca-Cola Europacific Partners in GB, has announced the launch of ‘Let’s Be Clear’, a new, multi-million-pound global marketing campaign for the brand.

Airing from 1^st July, ‘Let’s Be Clear’ is grounded in consumer research and is designed to appeal to Gen Z – a generation of digital enthusiasts who are passionate about the world around them – encouraging them to take time to reset and refresh with a burst of refreshment from Sprite.

The TV advert airing in GB depicts young adults arriving home after an all-consuming day, looking to reset, relax and enjoy some much-needed chill-out time. As well as launching on TV in more than 50 countries, the campaign will feature digital and snackable social media content, alongside iconic out-of-home and print executions.

Soft drinks consumption in the home has increased significantly over the last year, which has helped to drive £65.6m worth of additional sales of flavoured carbonates in GB[2].

Within the flavoured carbonates sector, lemon and lime flavoured Sprite – which is in 7.2% value growth[3] – will continue to play an important role in the coming weeks and months, providing a great-tasting soft drink for both at-home occasions and on-the-go refreshment, as consumers continue to get out and about more.

Louise Maugest, Marketing Director at Coca-Cola GB, said: “As a brand, Sprite stands for individuality, self-expression and progress, and believes that honesty and genuine self-expression are truly refreshing.

“We know that these principles matter to our target audience of young adults – arguably the most informed generation ever, to whom gaining clarity is vital. That’s why we’re confident that this campaign will tap into their mindset, increasing the appeal of the brand and helping drive sales for our customers this summer and beyond.

“The advert features the Sprite 500ml clear plastic bottle – which will be made from 100% recycled plastic content in quarter four of this year. We moved Sprite from green plastic to clear plastic bottles in 2019, making them easier to recycle – a key factor in shoppers’ buying decisions, especially young adults[4].”

[1] Nielsen MAT Total GB incl. discounters VAL period ending 27.03.21

[2] Nielsen MAT Total GB incl discounters VAL period ending 27.03.21

[3] Nielsen MAT Total GB incl discounters VAL period ending 27.03.21

[4] IGD ShopperVista, May 2018