Sprite's summer campaign positions the drink as the ultimate refresher.
Conceptualised by Ogilvy, it shows two friends figuring a plan to beat the heat. The protagonist is holding a bottle of Sprite, while his friend is fanning himself with a newspaper. The friend then comes up with the idea of visiting an air-conditioned theatre for a movie. They get there only to realise the show is house full. The protagonist turns to his bottle of Sprite to refresh him and mocks his friend.
The campaign also consists of an interactive ad that allows users to select their own storyline for the film. All the situations lead to show how Sprite is the ultimate refresher.
Shrenik Dasani, vice president – sparkling category, Coca-Cola India and South West Asia, said, “Summer in India is always intense and in our spirit of ‘jugaad’ we always try to find brilliant and innovative ways to beat the heat. Sometimes though, as the mercury rises, we feel the need to come up with ideas that are ‘different’ and ‘unique’...where a simple solution might just have worked! So, our message is an honest, tongue-in-cheek take on how ‘unique’ and ‘different’ ideas may or may not work to beat the heat, but what will always work is a simple refreshing Sprite. The campaign will utilise traditional touchpoints including the IPL and as a new refreshing twist, will include this interactive film. We were looking for a new format to drive home the point that despite all the ‘unique’ and ‘different’ ideas and choices out there to beat summer, it seems like there is only one choice that always works!”
Kapil Arora, president, Ogilvy, said, “Summer in India is unforgiving and during the season nothing refreshes like Sprite. And while many people have different hacks and ideas (unsuccessfully) to beating the unrelenting heat, there is only one idea that works every time – Sprite.”
The film has been released in eight languages.
Client: Coca-Cola Company (Sprite)
Client servicing: Amarinder Butalia, Subhash Kumar, Sheena Rustagi
Creative team: Krishna Mani, Shailender Mahajan, Anissha Mazumdar, Hardik Trivedi
Production house: Curious Films
Post production house: Prime Focus
Director: Vivek Kakkad
DOP: Maciek Sobieraj
Music: Sameer Uddin
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