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Sprite CB

Sprite was successful because it targeted young people's desire for something new in soft drinks, unlike Coke and Pepsi. Sprite's taste of lemon-lime stood out from traditional cola drinks. Its packaging focused on quenching thirst through cognitive appeal rather than affective promotion like Coke and Pepsi. Sprite also launched convenient larger and smaller package sizes along with catchy slogans advertising the products' portability. The campaign's clear and straightforward slogans, humor, and youth event sponsorships effectively increased brand recall among the target demographic.

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Mohit Narayan
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154 views

Sprite CB

Sprite was successful because it targeted young people's desire for something new in soft drinks, unlike Coke and Pepsi. Sprite's taste of lemon-lime stood out from traditional cola drinks. Its packaging focused on quenching thirst through cognitive appeal rather than affective promotion like Coke and Pepsi. Sprite also launched convenient larger and smaller package sizes along with catchy slogans advertising the products' portability. The campaign's clear and straightforward slogans, humor, and youth event sponsorships effectively increased brand recall among the target demographic.

Uploaded by

Mohit Narayan
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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What could be the real reason(s) for the success of this

new brand of soft drinks when there are already two


other international brands, namely, Coke and Pepsi?
Coke and Pepsi had the status quo in the market
Young population now needed something which was new and
different in taste and there came the space for Sprite and if we
talk about the product attribute
1.Product : Changed packaging concentrating on the attribute of
the product to quench your thirst .
Had a taste of Lemon-lime which was different from the
traditional cola drinks in the market .
Sprite catered to the inherent need of thirst which concentrated
on providing more cognitive appeal to purchase .
Coke and Pepsi concentrated on inducing purchase via affective

What could be the real reason(s) for the success of this


new brand of soft drinks when there are already two
other international brands, namely, Coke and Pepsi?
Promotion concentrated on delivering straight messages
Promotion for the different kind of packaging such as
The 1.25 litre fridge pack - more convenient, better
value for money. Would fit into any average size
refrigerator.
Tagline - Fridge mein jayega, bada kaam ayega. (The plot
depicts a story of four roomies) First launched in select markets of
Delhi, Mumbai, Nasik and states like Gujarat and Orissa
and then nationally.
Xpress pack - a 350 ml on-the-go packaging innovation,
priced at Rs 15. Tagline Ghumo, Ghumao.

. For low involvement product advertisements, pictorial


cues are always more effective at generating recall and
familiarity with the brand. In this case, in your opinion,
what is the best element(s) of its campaign strategy?
The slogan Clear Hai seedhi baat no bakwass focused
on the product attribute of a clear drink which quenches
your thirst .
Slogans appealed to the self recognition need of the
youth .
Used advertisement that had a humor quotient attached
which appealed to the youth .
Sponsorship to events involving youth activities also
lead to high brand recall.
Appealed to the youth by concentrating on its core
value and honesty.

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