Sprite
A Thirst For truth
OBJECTIVE
Brand re-engagement and relevance of Sprite to the Australian market. Keeping in mind Sprite is all about ‘No frills advertising’ at its very best.
Brand re-engagement and relevance of Sprite to the Australian market. Keeping in mind Sprite is all about ‘No frills advertising’ at its very best.
HOW IT WAS ACHIEVED
The fully integrated Sprite Thirst for Truth campaign reminded consumers things are always clearer and more refreshing with a Sprite in hand. Paid media launched the idea idea and drove consumers online. Online, we created two characters - The Truth Hunters - who set about putting Truths to the test: like “People will take anything if it’s for free”, providing online content for further sharing of Sprite's message. A website invited and showcased a list of public truths, which could be commented and voted on by others, giving the public a voice of their own. The tone of voice continued all the way to product truths, where the brand's place in the real world wasn't spared. Even down to on- pack promotions that admitted: "you could win, but don't count on it".
RESULTS
Sales of Sprite up 7.7% Volume. Sprite Zero 60% turnaround.
5.9 Million content views total.
2008 Media Campaign of the year.
Interactive Bronze at AWARD
The fully integrated Sprite Thirst for Truth campaign reminded consumers things are always clearer and more refreshing with a Sprite in hand. Paid media launched the idea idea and drove consumers online. Online, we created two characters - The Truth Hunters - who set about putting Truths to the test: like “People will take anything if it’s for free”, providing online content for further sharing of Sprite's message. A website invited and showcased a list of public truths, which could be commented and voted on by others, giving the public a voice of their own. The tone of voice continued all the way to product truths, where the brand's place in the real world wasn't spared. Even down to on- pack promotions that admitted: "you could win, but don't count on it".
RESULTS
Sales of Sprite up 7.7% Volume. Sprite Zero 60% turnaround.
5.9 Million content views total.
2008 Media Campaign of the year.
Interactive Bronze at AWARD
THIRSTFORTRUTH.COM.AU – TRUTH HUNTERS WEBSITE
...and Rating page.
TRUTH HUNTER VIDEO CONTENT
Outdoor
Product Centric Outdoor and POS
Bus Interiors
Truth - People will take anything that's free
Truth - You can get in anywhere if you say you're the DJ
Truth - The minute you're left alone you'll go straight for your mobile
