SPRITE SOFT DRINK

Low involvement Purchase and

Brand Personality
Submitted By:
Group 8B
TIMELINE

1940
The name sprite originated from a character named Sprite boy created for Coca
Cola.
The elfin character Sprite Boy appeared in ads with a devilish smile, often with
stars around him (representing his sparkling personality and the bubbles in
Coke)
1961
Sprite was introduced in the United States in 1961 by Coca Cola in response to
the popularity of 7UP .

1990

The lemon-lime soft drink Sprite was in the late 1990s one of the fastest
growing carbonated soft drinks in the United States and around the world .

1994
Sprite retired its upbeat ad campaign I Like the Sprite in You for an edgier
approach designed to appeal to Generation X.
Image is nothing. Thirst is everything. Obey your thirst.
Campaign was targeted at teens and young adults, was one featuring
basketball star Grant Hill in a parody of pretentious fashion commercials
1998
From 1994 to 1998 the brand experienced global double-digit growth.
This period of dramatic expansion coincided with the launch of the brands
ad campaign Obey Your Thirst.
The campaign aimed to speak directly to the drinks target market,
teenagers, rather than talking down to them.
1999
Launched in India with the tagline Sprite Bujhaye Only Pyaas, Baki all
Bakwaas.
Positioned itself as a no-nonsense brand and basic thirst quencher.
The TV commercial featured Lisa Ray bathing in Sprite.
Its Taglines
BEFORE :




NOW :

Q1. What could be the real reason(s) for the
success
Reasons for success
SPRITE-As a product
Sprite is a lemon-lime flavored, carbonated, light soft drink of
slightly sour and acidic taste.
Sprites success has to do with the fact that consumers are
quaffing more clear drinks than Cola.
It tastes fine even when its not cold, unlike a cola. With huge
power cuts in India, this has helped lemony drinks cause, apart
from Sprites edgy advertising.
PACKAGING
Bright green bottle with bubbles decorating its surface,
symbolizing refreshing nature of the product.
1.25 litre fridge pack convenient, better value for money.
Tagline- fridge mei jaega, bada mazaa aaega
Xpress Pack- 350 ml on-the-go packaging innovation. Tagline-
GHUMO,GHUMAO
USE OF THE INTERNET:
One of the first soft drinks to launch large scale and massive
Internet advertisements.
Its site sprite.com enabled customers to shop for what they wanted
online without having a credit card.
Launched an online contest : consumers were asked to predict the
entire plot of the communication just by viewing the TVC for the
initial 8 seconds.
ADVERTISEMENT CAMPAIGNS :
People drank sprite because of its unconventionality- an
unconventionality that was cheeky in communication too.
It is advertised as a youth icon standing for a straight forward and an
honest attitude.
Visibility and brand recall kept high by active sponsorship in popular
sports like Basketball. Also its association with the DLF in IPL
season 2 further improved its visibilty.
First of its kind : Tunnel Advertising, for the launch of Sprite Xpress.
CONTESTS : eg :- Sprite and Nokia launched a neighborhood
cricket series in Kolkata named as Kholega to Milega contest

Q2.
ELEMENTS FROM CAMPAIGN
STRATEGY
In the advertisements, the bright green
bottle, with bubbles decorating its
surface is focused upon, which
symbolizes and reinforces the
refreshing nature of the product.
The advertisements try to keep a no-
nonsense approach and try to keep a
minimalistic design featuring the
product, its tagline and the companys
logo.

The advertisements generally do not
have a big star which would take the
focus off the theme, instead they took
lesser known actors and made
advertisements with them.
The message conveyed by the
advertisements matched exactly with
the tagline , i.e Sprite quenches thirst
and thats all . No further gimmick was
added.
ELEMENTS FROM CAMPAIGN
STRATEGY
Q3.
Brand personality of Sprite

Brand Sprite is all about having a refreshingly honest and irreverent
perspective on life
Connects with youth 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.
Q4.
Neo-Freudian Personality Theory
This theory suggests that social relationships are
fundamental to formation and development of
personality.
People establish significant and rewarding relationships
with others.
Impact of child-parent relationships and the individuals
desire to conquer feelings of anxiety.
Individuals can be classified into three personality
groups:
Complaint : those who move towards others. The desire to be
loved wanted and appreciated.
Aggressive : those who move against others. They desire to
excel and win admiration
Detached Individuals : those who move away from others.
They desire independence, self-reliance, self-sufficiency and
individualism.


S.No Brand Taglines and attributes
1. Coke Uses actors like: shahruk, deepika, ameer, ranbeer etc
thanda matlab, coca-cola, piyo sir utha key, open
happiness
2. Fanta masti ka bubble
3. Sprite seedhi baat, no bakwaas, clear hai?, rasta clear hai,
pehle drink, then think, all taste, no gyaan
4. Thumbs-up uses actors like salmaan khan and akshay kumar
taste the thunder, aaj kuch toofani karte hai
5. Limca uses actors like kareena kapoor
hasee lamho ko churalo, do pal tazgi, duboo tazgi
mein, pyaas badhao
6. Mirinda uses actors like asin
pagalpanti bhi zaroori hai
7. Pepsi uses actors like amitabh
ye pyaas hai badi
8. Mountain dew dar k agey jeet hai
Brand Complaint Aggressive Detached
Coke Yes No No
Fanta No No Yes
Sprite No Yes No
Thumbs-up No Yes No
Limca Yes No No
Miranda No No Yes
Pepsi Yes No No
Mountain Dew No Yes No