CLIENT
Coca Cola Beverages (Shanghai)
Bassam Quereshi - Creative Excellence Director GC&K - Sparkling
Rain Yang - Creative Excellence Manager
Jorge Luzio - Marketing Director
Dexter Chen - Marketing Manager
AGENCY
Katherine Zhang - Account Director
Johnny Hu - Account Manager
Arvind Srivastava - Chief Strategy Officer
Kelly Woh - Group Creative Director
Andes Yu - Creative Director
Doris Du - Group Creative Head
SUMMARY
Marketing challenges don’t get much harder than beating water at hydration. To grow Sprite had to do exactly this during summer
This is the story of how Sprite found a way to deliver refreshment and stay relevant, without changing its product offering, in a market where consumers were increasingly choosing water for hydration
The ‘Don’t go crazy. Go Sprite’ summer campaign increased weekly incidence of consumption (past -7-days) faster than water, amongst over 5 Million customers and strengthened the brand parameter of ‘Very Refreshing’.