IMC: Chosen Campaign

1. Sprite
#ObeyYourVerse
Campaign
By: Leonard Brock
By Justin
Tune

2. The History
● 1961: The Introduction in the United States
● 1967: Spreaded in 39 countries
● 1974: Sprite Zero
● 1986: “I like the Sprite in You”
● 1994: “Obey Your Thirst”
● 2013: Stevia plant extract
*2015: “Obey Your Thirst” (“Obey Your Verse” transition/start)
*2016: “Obey Your Verse”

3. The Evolution of Sprite’s Look

4. The Campaign

5. Target Audience
● Target market: The Coca Cola Company beverage, created to compete
with 7 Up, was originally promoted heavily as a alcoholic drink mixer. But it
has since become popular with a much younger demographic, and is
marketed with more forceful slogans (“Obey your thirst!”) alongside
popular NBA players and hip-hop stars.
Source: http://www.nbcnews.com/id/42255151/ns/business-us_business/t/sweet-americas-top-brands-
soda/#.WCDiifkrLD5

6. Features & Benefits
● Features lyrics of songs from
popular Hip-Hop/Rap for 12-
and 16-ounce cans, 20-ounce
bottles, and 12-, 20- and 24-
packs of 12-ounce cans.
● New tech enhancement.
● Snap a photo of each can and
unlock a Sprite product offer,
earn a music reward, and be
entered for a chance to win
autographed music
memorabilia and a VIP
concert experience.

7. USP Selling Proposition
Sprite is a lemon and lime flavoured crisp, refreshing, and clean tasting soft drink. You can say
the same about other product/brands of soda similar to it but, not the same. Sprite continuously
shows it is better than its competitors not only because, of its refreshing taste as its packaging
but, the clear message and consistent relatable collaborations. It is the reason Sprite leads all
lemon and lime-flavoured soft drink competitors. 7UP and Sierra Mist are the outside
competitors. In house competition is the sister product/brand: Coca-Cola {the company that
brought Sprite to the market}. This product/brand represents the voices of the urban community
(core fans) as to the art that breathes out of it with one type being Hip-Hop/Rap. Sprite pays
homage to the talented icons that sparked the world and recent stars that have done the same.
Stays loyal in displaying a positive message. Keeping a relationship with artists from past to
present. Inspires upcoming and veteran artists to want to build themselves up to that name;
conversation. Fan engagement makes it for appreciation is shown from the makers of the
product/brand as well as the consumers doing the same towards the artists and the
product/brand. All through the various placements (using the old and new rules of marketing)
from the campaign.

9. Elements of the Promotional Mix
Mobile Marketing:This year's campaign also features a new tech enhancement. Fans can use their mobile phones
to access the Sprite brand website from June 20 through Aug. 15, snap a photo of each can and unlock a Sprite
product offer, earn a music reward, and be entered for a chance to win autographed music memorabilia and a VIP
concert experience.
The program will be supported with a marketing campaign including TV, outdoor, radio, digital, social, in-store
advertising and an integration during the BET Experience @ L.A. Live, June 23-25. Outdoor ads will feature
the likeness of each Obey Your Verse artist along with their respective packaging. A 30-second broadcast
spot will debut in late June and include an appearance from Rakim.

10. Elements of the Promotional Mix
Spite Commercial 2016 Lyrical Collection Pick a
Can
https://twitter.com/DJTayJames/status/7
68143695321243649
https://twitter.com/Sprite/status/7713876
53061242880
https://twitter.com/MsPrettyTrouble/statu
s/777923451768172544
https://www.instagram.com/sprite/
Facebook: No Post About
#ObeyYourVerse
http://sprite.tumblr.com/

11. Old & New Rules of Marketing
● Television (BET Experience @ L.A. Live, June
23-25. Outdoor ads)
● 30-second broadcast (Hip-Hop Legend
Rakim)
● Radio
● In-store advertising
● Sales Promotion
● Digital-Social Media (Twitter, Instagram,
& Tumblr)
● Website Marketing (Billboard Adage
● Sales Promotion

12. Reflection & ideas for IMC Plan
Have 2 or 3 males with different personalities, race/ethnicities, and have them
express the reasoning for Cabrini being their choice with using specific
campaign name that can be hashtagged and marketed in various ways using the
Cabrini Universities colors.
Maybe
Gifs, still photos, audio pieces and video.
Hashtags (great tagline).

13. Thank you Ashley
for the suggestion.
I almost chose to
do a BRISK
campaign:~)