Coca-Cola Europacific Partners (CCEP) is introducing a new taste, visual identity and a global above-the-line campaign for its Sprite brand aimed at driving trial amongst 18-29 adults.
The new formulations offer an “enhanced crisp lemon-lime flavour” across both the Sprite and Sprite Zero Sugar variant, which together are worth almost £144m in Britain. The brand stated the new recipes will further differentiate Sprite Zero Sugar from Sprite regular, offering a lighter taste profile that aims to help deliver a point of difference with consumers and accelerate sales of the zero sugar variant.
The taste update will be accompanied by the roll-out of a new packaging design that brings a “clean and stylish edge” to the Sprite look, with new white and black text to differentiate Sprite and Sprite Zero Sugar. The design is echoed across all formats including 500ml and 2ltr PET bottles, 330ml cans and multipack cans, as well as 330ml glass bottles for the licensed channel.
Meanwhile, the new campaign follows the launch of Sprite’s ‘Heat Happens’ global campaign last year that encouraged people to “stay cool” when things get heated. It returns this year and will initially focus on the taste and refreshment of Sprite, using audio cues including ice clinking, the sound of a can opening, and bubbles fizzing. Later in the year, it will focus on how Sprite offers consumers a cool down in moments of mental and physical heat.
The new campaign will kick off in quarter two in Britain and run across digital, out-of-home, online video, social media content and experiential product sampling.
Martin Attock, Vice President of Commercial Development at CCEP GB, said: “Sprite has enjoyed solid growth over the past 12 months and our latest activity is designed to build on that momentum. This year’s marketing campaign is letting Sprite’s renowned refreshment cues do the talking and is perfectly timed ahead of the summer season, when Sprite’s refreshing qualities make it a popular choice. We’re confident that the great new taste and bold new look will be a hit with existing Sprite lovers and new consumers alike, helping to drive sales for our customers.”
