Sprite was introduced in the United States in 1961 by Coca Cola in response to the popularity of 7UP. In the 1990s, Sprite became one of the fastest growing carbonated soft drinks in the US and worldwide. From 1994 to 1998, Sprite experienced global double-digit growth coinciding with the launch of its "Obey Your Thirst" advertising campaign, which aimed to appeal directly to teenagers. Sprite's success is attributed to its lemon-lime taste, bright green packaging, and unconventional advertising campaigns positioning it as a youth brand representing honesty and a straightforward attitude.

1. Sprite – Soft Drink
Low involvement
Purchase and Brand
Personality
Submitted By:
ANKUSH PAL
MBA – C - 172
12019001001172

2. TIMELINE
 1940
•The name sprite originated from a character named Sprite boy created for
Coca Cola.
• The elfin character Sprite Boy appeared in ads with a devilish smile, often
with stars around him (representing his sparkling personality and the bubbles
in Coke)
1961
• Sprite was introduced in the United States in 1961 by Coca Cola in response to
the popularity of 7UP .
1990
• The lemon-lime soft drink Sprite was in the late 1990’s one of the fastest
growing carbonated soft drinks in the United States and around the world .

3. 1994
• Sprite retired its upbeat ad campaign ‘‘I Like the Sprite in You’’ for an edgier
approach designed to appeal to Generation X.
•“Image is nothing. Thirst is everything. Obey your thirst.’’
• Campaign was targeted at teens and young adults, was one featuring basketball
star Grant Hill in a parody of pretentious fashion commercials
1998
• From 1994 to 1998 the brand experienced global double-digit growth.
• This period of dramatic expansion coincided with the launch of the brand’s ad
campaign ‘‘Obey Your Thirst.’
• The campaign aimed to speak directly to the drink’s target market, teenagers,
rather than talking down to them.
1999
• Launched in India with the tagline “Sprite Bujhaye Only Pyaas, Baki all Bakwaas.
• Positioned itself as a no-nonsense brand and basic thirst quencher.
• The TV commercial featured Lisa Ray bathing in Sprite.

4. Its Taglines
BEFORE :
NOW :

5. Q1. What could be the real reason(s) for the success

6. Reasons for success
SPRITE-As a product
 Sprite is a lemon-lime flavored, carbonated, light soft drink of
slightly sour and acidic taste.
 Sprite’s success has to do with the fact that consumers are
quaffing more clear drinks than Cola.
 It tastes fine even when its not cold, unlike a cola. With huge
power cuts in India, this has helped lemony drinks’ cause, apart
from Sprite’s edgy advertising.
PACKAGING
 Bright green bottle with bubbles decorating its surface,
symbolizing refreshing nature of the product.
 1.25 litre “fridge pack” – convenient, better value for money.
Tagline- “fridge mei jaega, bada mazaa aaega “
 Xpress Pack- 350 ml on-the-go packaging innovation. Tagline-
“GHUMO,GHUMAO”

7. USE OF THE INTERNET:
 One of the first soft drinks to launch large scale and massive Internet
advertisements.
 Its site sprite.com enabled customers to shop for what they wanted online
without having a credit card.
 Launched an online contest : consumers were asked to predict the entire
plot of the communication just by viewing the TVC for the initial 8
seconds.
ADVERTISEMENT CAMPAIGNS :
 People drank sprite because of its unconventionality- an unconventionality
that was cheeky in communication too.
 It is advertised as a youth icon standing for a straight forward and an
honest attitude.
 Visibility and brand recall kept high by active sponsorship in popular sports
like Basketball. Also its association with the DLF in IPL season 2 further
improved its visibilty.
 First of its kind : Tunnel Advertising, for the launch of Sprite Xpress.
 CONTESTS : eg :- Sprite and Nokia launched a neighborhood cricket series
in Kolkata named as “Kholega to Milega” contest

9. Q2.

11. ELEMENTS FROM CAMPAIGN
STRATEGY
 In the advertisements, the bright green bottle, with
bubbles decorating its surface is focused upon, which
symbolizes and reinforces the refreshing nature of the
product.
 The advertisements try to keep a no-nonsense approach
and try to keep a minimalistic design featuring the
product, its tagline and the company’s logo.

12. ELEMENTS FROM CAMPAIGN
STRATEGY
 The advertisements generally do not have a big star
which would take the focus off the theme, instead they
took lesser known actors and made advertisements with
them.
 The message conveyed by the advertisements matched
exactly with the tagline , i.e Sprite quenches thirst and
that’s all . No further gimmick was added.

13. Q3.

14. Brand personality of Sprite

Brand Sprite is all about having a refreshingly honest and irreverent
perspective on life
Connects with youth by engaging them in a simple, honest and
straightforward manner.
Brand Value and Self Image….. Sprite has been known as a beverage which
refreshes mind and body.
“First drink, then think” Consumers were told that Sprite is not a magic
potion and drinking the beverage will not bring any drastic change. One
should rather use his or her mind.

15. Q4.

16. Neo-Freudian Personality
Theory
 This theory suggests that social relationships are
fundamental to formation and development of personality.
 People establish significant and rewarding relationships
with others.
 Impact of child-parent relationships and the individual’s
desire to conquer feelings of anxiety.
 Individuals can be classified into three personality groups:
 Complaint : those who move towards others. The desire to be loved
wanted and appreciated.
 Aggressive : those who move against others. They desire to excel
and win admiration
 Detached Individuals : those who move away from others. They
desire independence, self-reliance, self-sufficiency and
individualism.

17. S.No Brand Taglines and attributes
1. Coke • Uses actors like: shahruk, deepika, ameer, ranbeer etc
• “thanda matlab, coca-cola”, “piyo sir utha key”, “open
happiness”
2. Fanta • masti ka bubble
3. Sprite • “seedhi baat, no bakwaas, clear hai?”, “rasta clear
hai”, “pehle drink, then think”, “all taste, no gyaan”
4. Thumbs-up • uses actors like salmaan khan and akshay kumar
• “taste the thunder”, “aaj kuch toofani karte hai”
5. Limca • uses actors like kareena kapoor
• “hasee lamho ko churalo”, “do pal tazgi”, “duboo tazgi
mein”, “pyaas badhao”
6. Mirinda • uses actors like asin
• “pagalpanti bhi zaroori hai”
7. Pepsi • uses actors like amitabh
• “ye pyaas hai badi”
8. Mountain dew • “dar k agey jeet hai”

18. Brand Complaint Aggressive Detached
Coke Yes No No
Fanta No No Yes
Sprite No Yes No
Thumbs-up No Yes No
Limca Yes No No
Miranda No No Yes
Pepsi Yes No No
Mountain Dew No Yes No