Sprite turns to influencers and experiential in its bid to connect with younger consumers
Sprite has enlisted Hit Network drive hosts Hamish Blake and Andy Lee and a team of influencers to create 10 new videos as part of a content push for the second round of its ‘Cut Through the Heat’ campaign.
The brand’s push to connect with younger consumers includes a Hamish & Andy radio segment ‘March of Awkwardness’, which gets listeners to share their awkward moments and then gives tips on how to deal with them.
It comes as the brand launches another 10 online videos that show people in awkward moments, including one with a man suffering a fail during a presentation but being saved by brand character Sprite Saver.
Aisling Wilde, brand activation manager for Sprite, said: “After a hugely successful 2015, we are determined to keep building on that momentum and increase engagement amongst younger consumers with innovative and fun activations.
“The ‘Cut Through The Heat’ campaign is one we are extremely proud of and it’s vital for us to continue talking directly to our Sprite consumers in meaningful ways. Look out for more fresh content and activities from Sprite in the coming months.”
Influencers Brittney Lee Saunders, a YouTuber from Newcastle, and Jacko Brazier, a Melbourne-based social media personality, have also created a video giving advice to people dealing with awkward situations across social channels including YouTube, Facebook, Twitter, Instagram and Vine, which allows Sprite to reach over 200,000 Aussie teens and young adults.
https://www.youtube.com/watch?v=Kc8bhaoNWZQ&ebc=ANyPxKpQeLZxrO1-XAMBT19Dse2EpFdAxqrpaBMkhhBWNqNRAkUwZo5RvxYW_7pqDJwzWP0GF3TVYk4VtNO3jv-RgSFRFVSnVw
The campaign has also included an experiential campaign which included bringing back Sprite Showers – beach showers dressed to look like drinks dispensers at locations around the country, including Coogee in Sydney, where the activation was pulled last year just hours before it was set to go ahead after a ruling in the Cash for Containers scheme.
It also took the Sprite Saver to different beaches and to some universities for O-Week.
The other awkward moment ad:
This stuff will really resonate with millennials. Great work.
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Cut thru the heat with Sprite? In the middle of Autumn? A bit late with this one, methinks…
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Sugar tax coming so you can’t just keep rearranging the chairs on the Titanic… it’s going down.
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Well done! This is great, and hits all the right notes. Good luck at Cannes! The agency even has a ready-made case study:
https://www.youtube.com/watch?v=faHPL7Weyks
From over a decade ago.
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Nice to see regular looking people used in the ads instead of over-produced models. Sprite Saver is hot tho!
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So basically it’s the Irn Bru campaign…
https://www.youtube.com/watch?v=Q5JH89Vcbpo
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