ADWATCH: Sprite Aims to Move Away from 'Cliche' of Soft Drink Ads - Sprite Continues to Play on Its 'Obey Your Thirst' Theme with Humorous Ads That Target Teens

Marketing, August 22, 2002 | Go to article overview

ADWATCH: Sprite Aims to Move Away from 'Cliche' of Soft Drink Ads - Sprite Continues to Play on Its 'Obey Your Thirst' Theme with Humorous Ads That Target Teens


Coca-Cola is trying to build a distinct personality and positioning for its Sprite brand, in its first UK-produced campaign. The 'local' strategy positions Sprite as a teen brand, with ads featuring a goblin-like creature, created by Jim Henson's animators, and a voiceover by Kathy Burke.

The Lowe-created ad entitled 'Hotel', was recalled by 41% of consumers and enters Adwatch in joint 12th position this week.

It features a man who orders some Sprite in his hotel room. When room service brings it up and lifts the lid of the tray, the man is confronted with a green creature - clearly a different kind of 'sprite' to the one he had in mind. The sprite then proceeds to sit on the edge of the man's bed and watch a western on TV with him. The strapline is 'Only one Sprite's right - obey your thirst'.

The first execution in the series, 'Kebab', featured a man ordering a Sprite in a kebab shop, and ending up the creature instead. In another ad, a girl orders Sprite from a vending machine only to find the creature crawling from the tray.

Enca Kaul, account director at Lowe says: 'We wanted to distinguish Sprite's work from the cliched work in the category and make sure that Sprite is top-of-mind with consumers when they come to make their choice. …

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