The new platform will put consumer experience at its heart, combining different elements to enhance interaction with the brand:Ĭreative campaign: The new out-of-home campaign brings the ‘Heat Happens’ commentary to life, through a suite of creative assets. The film production was handled by Sweetshop. From ideation through to creation and execution was managed in partnership with Open X. The integrated campaign is the first global output of The Coca-Cola Company’s new networked marketing model with agency partner, WPP. “Heat Happens” signals the next creative chapter for The Coca-Cola Company’s second-largest brand, with more than $20 billion in global retail sales. Prominent “Recycle Me” messaging supports Sprite’s commitment to sustainability, continuing its transition from green to clear (and easier to recycle) PET plastic. Sprite packaging graphics will retain their recognizable green hue, while a pared-back look for Sprite Zero Sugar-which is expanding in key markets including China and the United States-features a bold, black font and logo design. The brand also is introducing a new visual identity featuring a revamped logo and packaging design to provide a consistent look and voice around the world. What we can do, however, is not lose our cool in these heated situations.” Selwyn Low, Creative Director, Sparkling Flavors Category, Greater China & Mongolia, said: “The idea behind Heat Happens is rooted in the fact that there is simply nothing you can do about the heat, whether is it the scorching sun or the seething frustration inside. “In a world more heated than ever before, we feel the time has come to launch the first unified platform and visual identity on Sprite, to provide a consistent consumer experience around the world, introduce a new younger audience to the brand, engaging them in moments of physical or mental heat throughout their day, and offer them exciting experiences by tapping into passion points like music,” Dasani added. “Heat Happens” will roll out in 2022 across North America, Greater China, India, Africa, Europe, A-South Pacific, Korea, the Middle East and Latin America. The “Heat Hacks” on-pack reward program enables fans to scan a code for ways to beat the heat of everyday life, whether at home or on the go. Influencer engagement, topical social media activation, out-of-home, films and other creative executions will offer humorous-yet-authentic takes on how innocent conversations and innocuous scenarios can escalate quickly. We believe that adding a human layer of understanding and dash of comedic value, as well as a sip of ice-cold Sprite, can help diffuse potentially triggering situations.” Whether its mental heat in the shape of unwanted interruptions, or the physical heat of a sweaty commute, our hectic daily schedules leave us constantly searching for ways to keep our cool. “‘Heat Happens’ shows that cooler heads always prevail. “Many things create ‘heat’ around us… it’s inevitable,” said Shrenik Dasani, Global Brand Director, Sprite. “Heat Happens” invites fans to step back and enjoy a hit of refreshment with Sprite when faced with unavoidable, and potentially annoying, moments that are part of the fabric of daily life. In a world that’s more heated than ever, Sprite is offering a light-hearted reminder to stay cool in its first-ever global platform launching this week. Did you surrender to the heat, or keep your cool? Sprite’s new global campaign was developed by WPP’s Open X, with creative lead by Ogilvy Asia. Think of the last time you had to wait in a seemingly endless line, lost your Wi-Fi connection during a key scene in your favorite show, or took a chance on that extra-spicy dish.
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