Hip Hop Soft Drink "Sprite" Reinvents Itself
Brand to be reenergized with breakthrough advertising campaign and first packaging update in a decade.
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Posted by Dave
Rap News Network
5/18/2006 7:42:20 AM

Beginning this summer, Sprite(R), the number one lemon-lime soft drink, is back in a bold, breakthrough way. Focusing on the brand's refreshing "Lymon(TM)" taste, in the U.S. Sprite will hit the streets in full force with an array of programs that includes a new advertising campaign and the first packaging update since the early 90s.

Sprite's relaunch will be fueled by the Sprite "SubLYMONal(TM)" advertising campaign, which features commercials that are actually the opposite of subliminal advertising. Each spot begins with a voiceover that says, "Welcome to 'SubLYMONal' advertising. For best results, do not blink." The commercials even indicate that they are "DVR Ready," tempting people to record and replay them to discover embedded content within. The Lymon-focused action in each ad is interrupted by flashing images and messages and each spot closes with the words, "SubLYMONal Message Complete" and the tagline "Obey(TM)."

"SubLYMONal is a totally integrated marketing message that focuses on Lymon, Sprite's proprietary lemon-lime flavor formula, which makes Sprite among the world's most thirst-quenching soft drinks," said Don King, Group Director, Sprite, Coca-Cola North America. "As a brand that focuses on young people, Sprite deserves arresting advertising that cuts through the monotony of ordinary commercials, and this multi-faceted campaign does just that. Because our new 'SubLYMONal' campaign overtly parodies the concept of subliminal advertising and acknowledges up front that the commercials contain hidden content, we are sure that people will want to interact with this advertising."

People will be able to find special codes embedded in the commercials that can be entered at the brand's new website, www.SubLYMONal.com, to unlock exclusive content. The site allows people to actually interact with the advertising and it provides different ways for them to create their own "SubLYMONal" experiences.

"Through the 'SubLYMONal' campaign we have created our own proprietary tongue-in-cheek science that is designed to insert Lymon into the brains of teen consumers," continued King. "SubLYMONal still echoes the "trust your instincts" message of the "Obey Your Thirst" campaign, but it is focused on reminding people that Lymon tastes so good."

In addition to the "SubLYMONal" campaign, Sprite's packaging graphics have been completely redesigned. The new packaging design features the familiar silver, green and blue colors as well as the Sprite brand name and bubbles. The updated imagery is enhanced by the inclusion of a new "S" brand icon that will be featured on all packaging and marketing elements.

The brand relaunch will begin on May 23 at Guastavino's in New York at the first Sprite Street Couture Showcase. The exclusive event will feature collections from five of fashion's top streetware designers, including Etnies, LRG, Rocawear, Triple Five Soul and WESC, as well as an influencer after party. For Sprite, the celebration reunites the brand with its roots in hip hop culture, which has evolved to urban street culture since the brand first embraced the fledgling movement in the early eighties.

The new advertising campaign, which features four 30-second television commercials, one 60-second cinema ad, and numerous print and outdoor executions, was created by Sprite's agency of record, Crispin Porter + Bogusky of Miami. Online elements, including the new website www.SubLYMONal.com, were developed by AKQA of San Francisco.

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