Sprite is a transparent, lemon-lime flavoured, caffeine free soft drink,produced by the Coca-Cola Company.It was introduced in the United States in 1961. This was Cokes response to the popularity of 7 Up. The product was introduced as "Lithiated Lemon" in 1929, being renamed to "Sprite" in 1961. It comes in a primarily silver, green, and blue can or a green transparentbottle with a primarily green and blue label.
Positioning Sprite is Coca-Cola’s No. 2global brand, behind Coca-Cola. It is Coke’s largest brand in China, No. 2 in India and No. 3 in the U.S. “Taste Its Tingling Tartness”“Image is nothing – Thirst is everything – Obey your thirst”
Positioning…..1980s Sprite began to target teenagers, so in 1987 marketing ads for the product were changed to cater to that demographic. "I Like the Sprite in You" was their first long running slogan. Many versions of the jingle were made during that time to fit various genres. The slogan was used until 1994. In 1994 Sprite created a newer logo that stood out from their previous logos. The main colouring of the products new logo was blue blending into green with silver "splashes," and subtle small white bubbles were on the background of the logo. The word "Sprite" had a blue backdrop shadow on the logo, and the words "Great Lymon Taste!" were removed from the logo. This was the official U.S. logo until 2007.
Decision making process….. Need Information Evaluation of Post purchase PurchaseRecognition Search Alternatives Behavior
How to Position the brand in India…..?Sprite in the eyes of youth Segment in INDIA
Current Soft Drink Market in India Coke – Coca Cola Pepsi - Pepsico Fanta – Coca Cola Mirinda - Pepsico Thumps up – Coca Cola
Brand Value and Self Image…..Brand Sprite is all about having a refreshingly honest and irreverent perspective on life.Connect with youth of today 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.”Ideal social self-image – The brand has made use of technology that the young generations has adopted like - Sprite’s fan page on Facebook
Advertising Campaigns….. “Sprite bhujayee only pyaas……baki all bakwaas” “Seedhi Baat. No Bakwaas”
Sprite Launches the ‘University of Freshology’ and Unveils a New Tagline as Part of a New Ad Campaign in India
CampaignBillboardsBus SheltersPlatform Branding Metro grab handlesDelhi Metro Station Metro Incoach PanelsBranding ElevatorsSubway Animation Complete train wrapsBus Back Panels Car Glass graphicsMall Drop Down Pole Kiosk6 TV commercials Truck backs