Taking its "Seedhi Baat, No Bakwas, Clear Hai?" brand proposition forward, Coca-Cola India has launched a 360-degree communication plan for Sprite.
Based on the theme of 'weeding out pretence and cutting to the chase', the new campaign focuses on building a stronger connect with the youth.
Said Srinivas Murthy – general manager, flavour brands at Coca-Cola India, "Over the years, Sprite as a brand has become synonymous with having a no nonsense, honest and cut-through attitude. Our research has shown that the whole concept of 'Seedhi Baat, No Bakwaas, Clear Hai?!' has worked very well for Sprite, making it India's largest selling soft drink brand in the clear lime segment."
The Sprite TVC, developed by O&M, opens with a teenage boy trying hard to get friendly with a girl. He adopts a long-winded approach of getting friendly with her parents or playing with her dog. Against this backdrop, the Sprite protagonist nonchalantly cuts to the chase by going up and befriending the girl directly.
Ajay Gahlaut, Group Creative Director-Delhi, O&M said, "The new communication initiative for 2009 is focused on the simple thirst quenching ability and unpretentious attitude of Sprite. The youth today are continuously looking for smarter ways to move up levels quickly and are constantly seeking to take easier and uncomplicated routes. The new communication's simple story-line depicts Sprite as a cool and edgy brand for the youth."
The film has been directed by Vinil Matthew of Footcandles Films.
In-addition to mass media advertising, Coca Cola has leveraged the OOH media effectively at venues where their target audience hangs out.
