Sprite South Africa

Sprite South Africa Technology and User Experience Peter Franz Weber © Peter Franz Weber

Brand Research Sprite © Peter Franz Weber

Brand Profile - Consumer Opinion Sprite “Sprite is cleaner, healthier than coke. It’s better for you than Red Bull.” “Water is getting more popular, fare more than sugary drinks.” “Sprite is getting more adult buyers, especially in summer, it is much more refreshing.” “It’s better for you in a hot climate, I work in Spain a lot and I drink lots of Sprite, but no Coke, its too cloggy.” “Coke ingredients seem to be a mystery, Sprite is more honest.” *Customers at Davies Steet Students Union Bar © Peter Franz Weber

Brand Profile - Positioning Sprite Softdrink Container Favourite Soft Drinks 14 14 12 12 10 10 8 8 6 6 4 2 4 0 2 e ll t ice h e lt er e e e a al Bu ng Li as pl ok rit ok gg pp rm Ju 0 ap Sp ra Sq tC C Bi ed Pe pe O Sn e R ie Can Glass PET e ng Su a r. ng D nt D ra ra Fa O O Place of consumption Reasons of Consumption 7 12 6 10 5 8 4 3 6 Reasons 2 4 1 2 0 Work Home Restaurant Fast food Anywhere Bar Training 0 Taste Refreshing Habit Energy Hangover Thirst *Research completed at Davies Steet Students Union Bar © Peter Franz Weber

Brand Profile - What the brand wants to be... Sprite URBAN From the city, fast-paced, rich in culture EDGY Cutting-edge, trendy, sharp, cool REFRESHMENT Thirst-quenching, breath of fresh air CONFIDENT Strong-minded, independent, self-empowered *Sprite Vision & Architecture Shanghai Workshop Output © Peter Franz Weber

Brand Profile - Point of purchase 1 / Can you spot It? Sprite © Peter Franz Weber

Brand Profile - Point of purchase 2 / Can you spot it? Sprite © Peter Franz Weber

User Interaction Sprite © Peter Franz Weber

User Interaction 1 Sprite People are having soft drinks ...as energy refreshment ...in their brakes ...while travelling ...while socialising ... at concerts, games © Peter Franz Weber

User Interaction 2 Sprite People are having soft drinks ...at work ...to cool down ...on the go ...anywhere ...to play with the packaging ...ice cold © Peter Franz Weber

Cultural Research Target Group Sprite In cooperation with © Peter Franz Weber

User Profile Youth Age 18-24 Sprite Personality/ Individuality • Its about standing out from the crowd • They want to feel special • Feel that they matter and can make a difference and hopefully be remembered • When brands speak to them they want to feel like they are being spoken to as an individual and don’t want to feel like they are just a number Cliques and Friendships As individual as they want to be, they also want to belong somewhere. Cliques and friendships play a role of affirming who they are. The Future They are very hopeful, optimistic and visionary and view their future in a very unconventional and dynamic way. They don’t limit themselves to what is, they are fascinated by what could be. They have the attitude that the future is not necessarily pre-destined but rather self preplanned. They believe in taking charge now to create the kind of future they desire. © Peter Franz Weber

User Profile Life Socialising Sprite Their Weekdays Most respondents spent their weekdays either working or concentrating on schoolwork. If they were to go out, it normally was to engage in social activities that are not too physically demanding, but rather more relaxing. They leave the more hectic socializing to weekends. They would rather go to their favourite café for drinks during the week and then go to a club on a weekend. Their socializing would therefore be limited to their colleagues, schoolmates, family or close friends. Their Weekends Their weekends were characterised more by a lot of drinking, parties and ‘girls’. Most of these young people were more into clubs and live events. It seemed that most of them enjoy hanging out where they can interact with the entertainers themselves. © Peter Franz Weber

User Profile Key Characteristics Sprite • Since many are strapped for cash, they’ll do what they can to pay less for things or get them for free - always on the lookout for a good bargain and they do shop around. • Hip Hop, Rap - local and international most popular music genre. But do have huge diversity of music tastes. • There are only a certain number of desirables that they can afford, so they often talk more about these things than actually own many of them - but when they do get their hands on them, they go out of their way to show off/gloat. • Music plays an extremely important role. Their choice of music can even deter- mine what kind of group they belong to. With technology, most burn or rip than buy. • Radio stations are the easy way for them to find out information about events, concerts, latest music, competitions and celebrity gossip. Radio is better than TV because radio can be mobile. They don’t have to be stuck in the same place to watch something. • Extremely opinionated, but very few outlets to voice these opinions. © Peter Franz Weber

User Profile - Lifestyle Aspirations Brandwise Sprite The users in SA seem to be less cynical about brands then other users. All the brands they named are the most heavily advertised and trendsetting ones.’Bling Bling’ culture is having a massive influence on them. © Peter Franz Weber

Research Summary Sprite © Peter Franz Weber

Research Summary Brand / Consumer Sprite urban, fresh, venturesome expressive sparkling, clear self expressive, individual. frolic, optimistic focused, ambitious © Peter Franz Weber

Research Summary - Issues - Ideas Sprite © Peter Franz Weber

Concept Generation Sprite Concept 1 Concept 1 “Sprite The Word” Rap Contest Peter Franz Weber Issues: From the given research I found that South African youth are quite into music. Their favourite genre is Hip Hop. They not just listen to stars as 50 Cent and Kanye West but also to local artists as Pro-Kid. Hip Hop gives many people the chance to express themselfes, communicate and exercise on a peaceful, productive level. Sprite could organise local Rap contests under the motto: Music plays an extremely When Lime and Lemon come together the result is going to be refreshing. “Sprite The Word”. important role. The events would provide the chance to promote “Sprite” products. Participants would have to apply online with a kind of self recorded clip. They could be given t-shirts with their chosen artist names. Hip Hop, Rap - local and In the ﬁnal there could be a famous star to judge the ﬁnalists, and a branded CD could be produced. international is the most “Sprite” could mirror its qualities in the popular music genre. rules for the contest: - be clear in what you are saying - be sharp if you need to - but always refreshing (positive) and Youth are extremely energetic opinionated, but there are very few outlets to voice these opinions. Radio is better than TV because radio can be mobile. © Peter Franz Weber

Concept Generation Sprite Concept 2 Concept 2 “Ear Plugs” Peter Franz Weber Issues: People in Africa usually don’t live alone. They are sharing ﬂats and even rooms. People might wake up early in the morning because their mates have to leave to go to work or they might be bothered by some ones music while they would like to study. Travelling also always happens among other people in crowded taxis, buses and trains. Therefore the noise pollutions is expected to be very high. LIVE EVENTS YOUTH Also these ear plugs could be handed out at concerts. They would underline the health aspect that “Sprite” creates through the clearness and freshness. GO TO:  Hip Hop concerts, launches, events  Alcohol Brands events Pair of reusable ear plugs looking trendy and working effective.  Live band performances  Bands and artists performing at their tertiary institutions  Underground or unsigned artists shows  International artists The branded metal box in wich the pair comes in could be used for other things concerts “Nadine always carries her “Sprite Ear- plugs” she was given at a concert she as well. went to with friends. She enjoys living and cutting of the noise if it becomes to much.” © Peter Franz Weber

Concept Generation Sprite Concept 3 Concept 3 “Ionic Air Purifier” Peter Franz Weber Issues: Therefore people are living together and they might be lacking some fresh air in their rooms and offices “Sprite” could provide this. “Fresh air, fresh drinks, fresh people” INTRODUCTION TO An ionic air purifier works with a piezo kristall that ionizes the air. AIR POLLUTION Connected through a USB plug to a computer it would clean the air at people’s work and living environment. “Air pollution is a major environmental problem throughout the whole of South Africa. The worst polluted areas in Greater Johannesburg are the surrounding Highveld areas due to the combustion of fuels for the generation of electricity, and Soweto, due to the burning of coal for heating and cooking. (...)” http://ceroi.net/reports/johannesburg/ csoe/html/nonjava/Pollution/Air/ backintro.htm © Peter Franz Weber

Concept Generation Sprite Concept 4 Concept 4 “Sprite Poetry Slam” Peter Franz Weber Issues: Young people like to articulate their feelings Opinions and opinions. Sprite Yard as a real-time, Hopes digital “on-the-go” community is a good platform to do that. To encourage and honour For respondents, Ideas the afford of putting their thoughts together in inspiration normally came form of poems, they vote for the best ones to win prices and be printed on the bottles. from basically daily life. Feelings Whatever they were passionate about, Issues Be clear, they looked for it in the big wide world. sharp if you ne d to, f you nee t u need ne They have to be able to in- & always refresh always refreshing refres ef teract with that inspiration “Mark is 19 Age 18-21 YARD “Spritean energetic in and ergetic erge rge somehow, for it to be what you are hat you are at you t and therefore Poetry 1st in the group of the Slam” relevant in their lives. “Limes”. He is quite critical Sprite Yard Poetry Slam e There has to somehow be an attachment, a link, and about things going on and likes to articulate teAge 22-25 himself in an artistic way. i saying! a bond. His older brother Georg (23) joins the “Lemons”. He just wants to show his brother some oldschool ryhming” Be Sprite! © Peter Franz Weber

Concept Development Sprite The Story: Jonny lives in Johannesburg and studies Part 1 marketing at Vega. He and his mates love Hip Hop and don’t miss a single event in town. Young people in South Africa are listening a lot to the radio station While listening to YFM he gets FM YFM. exited about a new competition they promote. YFM would be the best partner to work with. online application/ registration “99.2 YFM is Gauteng’s leading youth radio station. The favourite To upload your raps you @ radio station of 16-34 year-olds in South Africa’s most economically vibrant province, YFM is widely need to register considered as the authoritative the website or your mobile voice of youth culture.” Rap Contest http://www.yfm.co.za www.spritetheword.co.sa mobile application/ registration © Peter Franz Weber

Concept Development Sprite The Story: After Jonny registered with the Part 2 webservice he can now record video or MP3 files and Upload them to: The webservice “Sprite The Word” would www.spritetheword.co.sa allow participants to upload their raps as mp3 or mp4 files to take part in a weekly mp4 & mp3 competition. Upload The ten best ones which got the most votes by other users would go on air in a radio show at YFM. Some of his friends are also running in the competition. Through the week opinions are Rap Contest exchanged. www.spritetheword.co.sa © Peter Franz Weber

Concept Development Sprite The Story: Jonnys friend Kayleigh is also registered with Part 3 “Sprite The Word”. She loves his rap “Like Snow” and votes for it online. “Sprite The Word” would give young people the FM opportunity to prove At the end of the week Jonny listens to themselves among others YFM again at is amazed when he hears and to achieve recognition within a group of his rap being on air. interest. Jonny is among the stars for the next week. But he writing and uploading new “Words” Rap Contest already again.... www.spritetheword.co.sa © Peter Franz Weber

search pr start blog proﬁles words 12 Results Sorted by Recently uploaded Page 1 of 4 show All Concept Realisation Sort by: Name Sprite Votes Recently uploaded Province © Peter Franz Weber

Concept Realisation Sprite The Interface search press newsletter imprint tell a friend login start blog proﬁles words down/upload Start FM & Sprite Participants can login over Present: the internet or the mobile “The Word” WAP portal. Rap contest. The start Page will give Register and uploud your information about the event rhyms. Weeks in form of a short video clip best will be broadcasted. by DJ Lee Kasumba. Raise your voice and vote! “Respondents were generally high internet users, surfing the net daily in most cases.” Presented and moderated by DJ star Leslie (Lee) Kasumba © Peter Franz Weber

Concept Realisation Sprite The Interface search press newsletter imprint tell a friend login Blog start blog proﬁles words down/upload will keep everybody updated about the weekly winners. Upcoming events can be Page 1 of 7 show All next page FM & Sprite announced and new 2008-05-13 1000 Users after just one Present: themes be set. Content will be available as text week! “The Word” message too. 2008 Sprite “The Word” had 3400 logins and Rap contest. 1000 young, opinoned people already Register and May signed in and uploaded their thoughts. “Respondents were generally uploud your rhyms. Weeks well aware of the fact that they best will be represented a main target broadcasted. market for many brands. Raise your However they felt that brands voice and vote! didn’t always know how to utilise the media smartly to speak Page 1 of 7 show All next page to them and catch their interest and attention.” © Peter Franz Weber

Concept Realisation Sprite The Interface search press newsletter imprint tell a friend login start blog proﬁles words down/upload Profiles 1000 RESULTS FM will give participants the Sorted by Date updated & Sprite chance to create their Page 1 of 32 show All next page Present: own image and to interact with others. X-Ray “The Word” Sort by: Free State Rap contest. Live is fast/ Morning red/ Register and Name “They spend a lot of time trying 27 Votes / 2 Words uploud your to put together an image of how Votes rhyms. Weeks they would like to be seen and one Date updated Living Stone best will be that is accepted by their peers. Limpopo broadcasted. Province Raise your They do this through fashion, who voice and vote! they hang around with and where they hang out, what they see in the Mish Ha Gauteng media. Particularly magazine and music influences, and what’s happening on the street.” Master Lost Nouth West © Peter Franz Weber

Concept Realisation Sprite The Interface search press newsletter imprint tell a friend login Words start blog proﬁles words down/upload will have an 12 Results FM embedded media player Sorted by Recently uploaded & Sprite application where videos Present: Page 1 of 4 show All next page can be watched or mp3s be listened to. “The Word” Sort by: Rap contest. Register and “Respondents often visited music Name uploud your and entertainment sites to stay on Votes rhyms. Weeks top of what’s hot and happening. best will be Recently uploaded They spoke about radio stations broadcasted. Province Raise your sites like yfm.co.za and movie voice and vote! websites, as well as specialist websites which gave them access to a subculture community e.g. skating, hip hop, poetry.” © Peter Franz Weber

Sprite South Africa

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