The document analyzes the brand personality and marketing success of Sprite, highlighting its appeal to youth through transparent messaging and taste benefits. It emphasizes clever advertising campaigns and sponsorships in sports as key strategies, positioning Sprite as refreshingly honest and straightforward compared to competitors like Coca-Cola and Pepsi. The document also contrasts Sprite's adventurous and free-spirited personality with the more aggressive traits of rival brands.

1. Sprite-Soft Drink
 Subodh Bhagat
 Pratik Chandiwal
 Rohit Parkar
 Rohit Haval
 Amol Rathod
 Sagar Mantri
 Subodhkumar Nitnaware
Low involvement purchase and brand
personality

2. Real reason For Success of SPRITE
• Association with Youth
• Taste and digestion Benefits
• Transparent means Pure is belief
• The transparent sweet fizzy Sprite is the best companion for
transparent Vodka
• Lemon is natural
• Caffeine free soft drink
• Clever Advertising campaigns
• Refreshingly Honest and irreverent perspective on life
• Healthier than other carbonated soft drinks

3. taglines
 I like the sprite in You
 “Taste is tingling tartness”
 Obey Your Thirst
 “Seedhi baat no, no bakwaas, clear
hai?!”
 “Sprite Bujhaye Pyaas, Baki All Bakwaas”

4. Positioning
 Admiration seeker
 Urban and straight forward style

5. Competitors
 7 Up
 Mountain Dew

6. Best element of campaign
strategy
 Sponsorship in indian sports like gully
cricket

7.  University of Freshology
Humour as communication tool to draw more attention and retention
It also uses some controversial tools to draw attention of its target segment
eg. Youth

11. Evident Personality Of Sprite In
the Eyes of Youth In India
 Adventurist who seeks freedom, desires to
explore the world and loves new
experiences
 Straight forward
 Simple
 Honest
 Detach Personality

12.  Coke & Pepsi-
aggressive seeker
 Mirinda-
Sensuality, glamour, temptation
 Thums up-
Adventure, Enjoyment
 Other Brands(7Up)-
Fun, jolly
Personality Traits of other Brands

13. Thank You