Taking its ‘Seedhi baat no bakwaas’ brand proposition forward, Coca Cola India has unveiled an integrated campaign to push the new 1.25 litre pack of its clear lime drink, Sprite.
Based on the creative concept, ‘Fridge mein jayega bade kaam ayega’, the O&M Delhi-created communication promotes the new packaging as an ideal ‘fridge pack’ as it can fit into any average size refrigerator and thus, is an ideal one occasion consumption drink for 4-5 people.
Watch TVC here.
Said Ajay Gahlaut, group creative director-Delhi, Ogilvy & Mather, “The story line depicts the Sprite way of using the fridge pack and its handiness at home. The new communication weaves in the fridge pack in the storyline keeping alive the Sprite’s tongue–in–cheek attitude, wit and irreverence.”
The communication takes forward the theme of youth continuously looking for smarter ways to move up the ladder and seeking to take easier and uncomplicated routes to attain their goal. The TVC depicts four youngsters who are staying together in a typical bachelors’ pad. These youngsters have nothing but a Sprite Fridge Pack in the fridge and have no idea what they are going to do for dinner. The plot unfurls when the protagonist, armed with the Sprite Fridge Pack at home, uses his quick wit to convince their neighbour to cook them a meal.
According to Srinivas Murthy, general manager, marketing (flavors), Coca-Cola India, “Packaging innovation has always added a new dimension to the whole experience of having a soft drink, making it far more convenient for consumption and also offering better value for money. With the trend of in-home consumption of ready to drink packaged beverages on the rise, the convenient 1.25 litre fridge pack offers immense benefits to the consumers. The new communication initiative depicts the convenience of this pack through a creative rendition that is peculiar to brand Sprite.”