SPRITE :CASE STUDY

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Reasons for the success of Sprite

Brand sprite is refreshing and honest, irreverent perspective of life. Sprite bhujae sirf Pyas baaki sab bakwas Seedhi baat no bakwas Connect with youth today with simple, straight forward, honest and cool manner Refreshing bottle decorated with bubbles. Sprite :- university of freshology
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In low involvement products advertisements, pictorial cues are always more effective at generating recall & familiarity with the brand.
u Pictorial cues along with catchy punch line helps in better recall of the product. u Straight- forward attitude & Irreverent humor. u Active sponsorship & involvement in youth activities.

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Evident personality of Sprite in the eyes of youth segment.

u Logo:

u Brand: Simple, Fresh, Sincere, Honest, Youthful, Self-reliant u Punch line: Seedhi Baat, No Bakwaas, Clear Hai ?
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Is there any difference between consumers who drink Coke, Pepsi, Mirinda and those who prefer brands like Thumps Up
u Advertisement : Thumps Up - Perceived as masculine brand Pepsi Coke - Perceived as unisex brand u Social Character: Thumps Up Inner Directedness(rely on own values) Pepsi, Coke Outer directedness(Social 8/29/12 Acceptance)

CONSUMERS SELF IMAGES

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BRAND
SPRITE COKE PEPSI THUMS UP MIRINDA SLICE

PERSONALITY TYPE
DOWN TO EARTH SOPHISTICATED COOL BRAVERY/ DARING NAUGHTY SENSUAL

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