Coca-Cola South Pacific has announced the latest phase of Sprite’s ‘Cut Through The Heat’ campaign by McCann, as the brand aims to continue building on the great success it enjoyed in 2015. The latest activations are focused on extending Sprite’s relevance with a younger audience.
To achieve this, Sprite have developed a multi-million, fully integrated marketing campaign that includes multi-channel executions across digital and social, out-of-home advertising, experiential activations and partnerships through to the end of the year. The campaign continues its theme of encouraging consumers to ‘Cut Through the Heat’ and tackle the awkward moments head on.
Today’s Hit Network national drive time co-hosts, Hamish and Andy have been brought on board to launch the ‘March of Awkwardness.’ The radio campaign includes awkward moment segments, curated by Sprite, as well as a series of radio competitions and giveaways aiming to empower and inspire listeners to deal with life’s awkward moments.
Sprite are also working closely with influencers Brittney Lee Saunders, a YouTuber from Newcastle, and Jacko Brazier, a Melbourne-based social media personality, to help connect with a younger audience. The duo will create content for their social channels including YouTube, Facebook, Twitter, Instagram and Vine, allowing Sprite to reach over 200,000 Aussie teens and young adults.
The development of 10 brand new Sprite content videos for online and mobile platforms will drive the brand’s digital and social strategy. The series of short form ads and snackable content will be geared towards positioning Sprite as a refreshing option to ‘Cut Through The Heat.’
The 2016 campaign kicked off with the brand’s renowned ambassador, Sprite Saver, on the lookout for awkward moments between unsuspecting Aussies and rewarding them with a refreshing treat. Sprite Saver stopped by Coogee Beach in Sydney over Valentine’s Day weekend and four universities across four states during O-Week. Sprite Showers also made a successful return with over 7,000 mini cans and 2,800 showers used to help beach goers cut through the heat at Coogee Beach.
Aisling Wilde, brand activation manager, 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.”