Aussie summers, like ice-cold lemonade, were iconic while growing up… but somewhere in between, we grew up. Lemonade lost its luster – becoming the drink of yesteryears.
We sought to change perceptions and strike a cord with young adults by making SPRITE “cool” again.
Young adults at one stage or another experience a ‘heated moment’, where they feel awkward or embarrassed. In these moments, young adults don’t want pity or empathy, they want something to help them regain their cool and inspire them to turn their awkward into awesome.
Cut Through The Heat
We personified the idea through a green cozzie-donning, mustachioed refreshment hero, who tracked down young adults who were feeling the heat and helped them turn their awkward moment into something cool with the cut-through, invigorating refreshment of SPRITE.
Sales increased by +6.4% within a declining market, and for the first time in 5 years.
And brand relevance was increased amongst young adults.