This document provides a case study for Sprite's marketing campaign in Kolkata, India. The insight was that Sprite is preferred by teens for consumption in their "third spaces" away from home or work where they can be themselves. The brief was to create signature Sprite outlets in these third spaces near colleges to own this space as part of teens' daily routines. The challenge was to subtly brand the spaces without intruding and blend designs with the ambience while modeling Sprite's attitude. The approach created a "Sprite Adda" theme of street culture relating to trends in language, music, fashion, and media that teens are obsessed with, using pop art to express this theme through visuals incorporating phrases teens use.

1. SPRITE ADDA CASE STUDY

2. The Brand
Sprite quenches your thirst with its clean, crisp, lemon-lime taste. Its urban and straight forward style
has achieved the status of an undisputed youth ‘badge’ brand. Sprite has positioned itself as a product
for juveniles. Staying true to it’s honest style, the tagline ‘Seedhi Baat, No Bakwaas. Clear hai?‘ works
perfectly for the brand.
SPRITE

3. The Insight
Consumption trends show that Sprite is a brand that is preferred for consumption away from
home during social leisure occasions. For their TG (Age 16-21, SEC A, B, college going
individuals), these occasions mostly happen in their “Third Space” where they can be their
own authentic self without feeling the need to project a certain kind of image to the world.
Given that Sprite as a brand stands for pretense busting and encourages people to have an
uninfluenced point of view, this space presents a great opportunity for Sprite to deliver great
product experience, strengthen connect with its TG and build brand POV by making itself
relevant in this space.
SPRITE

4. The Brief
To create signature Sprite outlets in the “Third Space” in and around colleges in Kolkata to
facilitate teens to be their authentic selves and to design a VIS for these places to be able to
own this space/part of the TG’s daily routine.
Priorities for the design:
Occasion Building Communication: Associating Sprite with the leisure away from home
occasion in this space within the teen’s context is important.
Brand POV: Maintaining Sprite’s tonality through edgy, witty and authentic communication
while building this occasion to make the brand relevant in this space.
Intrinsic Cues to drive product characteristics which clarifies the role of Sprite as a product in
this space.
In short, to make this a destination hang-out outlet outside colleges for teens which is iconic,
true to brand Sprite and builds a strong connect with this space in the TG’s mind.
SPRITE

5. o Owning the space with subtle branding without intruding.
o Blending in the designs with the ambience of the space i.e. creating a relaxing yet
refreshing environment.
o Modeling the signature Sprite attitude of irreverence and tremendous self confidence into
the space.
o Using language and phrases colloquially used by TG in these places and making sure the
communication is relevant with the medium of branding.
o Making the visuals look like they belong to one family by keeping them subdued and using
the Sprite colors (majorly green, blue, yellow & white).
SPRITE
The Challenge

6. SPRITE
Our Approach
We created a theme for this space which the TG can relate to.
Street Culture, refers to urban culture, where it’s all about what’s trending! As of today, the
language, music, food, entertainment (TV and movies), fashion, social media are the primary
things that teenagers are obsessed with. The idea is to bank on these obsessions and create
visuals around them that teenagers could connect with keeping the medium of advertising in
mind.
Pop art, an art based on modern popular culture and mass media, especially relating to a
critical or ironic comment on traditional fine art values. Hence, there could be no better art form
than this to express street culture.
The visuals, thus, are a mixture of the talk they talk, and the lifestyle they follow in tandem with
the medium of branding.
Keeping in mind the brief, the TG, the language and the theme we selected, we decided to give a
name to this Third Space – SPRITE ADDA!

7. Signage"
SPRITE
A signage design to make you want to enter the Sprite
Adda. The visual reflects the bottle being a battery which
says ‘Refresh Kar’
Enter. Have a Sprite. Feel refreshed.

8. Door Sign
Signs with contradictory yet relevant copy options to
make the medium interactive. ‘Dhakka Mat De’ as
copy for a door that needs to be pulled & vice versa.
Why? Because Push and Pull is too conventional.
SPRITE

9. Window Graphic
SPRITE
Look and feel of the Sprite bottle coming out through
the window breaking its glass asking you if you want to
take a break.
It knows you want one.

10. Poster
SPRITE
Sprite tears off the poster asking ‘Fati Na?’ as it relates
to both, the tearing and a rhetoric yet playful way of
telling someone, you got scared, didn’t you!
We have all heard this from our friends.

11. Poster
SPRITE
The visual shows a setting where the teenager and
Sprite bottle are hanging out and like any other friend,
Sprite is telling you to Chill.
So, Chill.

12. Floor Graphic
SPRITE
A floor graphic with a visual of Sprite spilled on the floor
telling you, ‘Dekh ke Chal’.
How clearer can Sprite be, right?

13. Tent Card
SPRITE
A tent card on your table which tells you to have a
more of Sprite and less of water. Quench your thirst
with a clean, crisp, lemon-lime taste for a change.
Change can be refreshing.

14. Coaster
SPRITE
The copy justifies the medium of branding completely
as the coaster does have your drink on it.
Literally.

15. Dangler
SPRITE
A dangler visual where the medium speaks for itself as
Sprite is shown hung, saying Latka diya na!
You get the hang of it?

16. Wall Graphic
SPRITE
One cannot not know the inspiration behind this. The
wall graphic is asking you to relax and have a Sprite.
It’s a BAT joke.

17. Wall Graphic
SPRITE
An adaptation of the poster showing a setting where
the teenager and Sprite bottle are hanging out and like
any other friend, Sprite is telling you to Chill.
So, Chill.

18. Wifi Posters
SPRITE
As many places now give Wi-Fi access to its
customers for free. These posters will be put up in
Sprite Addas having that facility.
Because, Wi-Fi Free Nahi toh Value Nahi.

19. Expression Wall
SPRITE
Sprite Adda is all about making the TG feel its own
authentic self without feeling the need to project a
certain kind of image to the world.
Express With No Character Limit.

20. SPRITE
MOUNT 1

21. SPRITE
MOUNT 2

22. THANK YOU!
Samier Amritwar
Brand : Encyclomedia
Salt Glocal FZE | Middle East + Africa + Asia
Cell + Whatsapp : +971552153136 (UAE)
Skype/Twitter : samieramritwar
samier@saltglocalfze.com
www.saltglocalfze.com
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