Sprite’s latest global initiative, “Turn Up Refreshment,” is a dynamic response to the intensifying summer heat, aiming to provide timely relief to consumers during the most sweltering moments. By leveraging real-time data, the campaign strategically deploys out-of-home advertisements that appear precisely when and where temperatures soar, ensuring maximum impact and relevance.
The campaign’s creative elements humorously depict common heat-induced predicaments: a man recoiling from a scalding car seat and a beachgoer tiptoeing across hot sand, both finding solace in a chilled Sprite. These relatable scenarios are set to the track “Boiled Peanuts” by rising artist Doechii, adding a contemporary musical flair.
Expanding beyond traditional advertising, Sprite is engaging consumers through immersive beach activations in countries like Vietnam, the Philippines, and Brazil. These events feature live music and interactive experiences, reinforcing the brand’s refreshing image. Additionally, on-pack promotions offer chances to win VIP festival packages, merchandise, and vouchers, further enticing participation
The campaign also boasts collaborations with global ambassadors such as K-pop star Karina of Aespa and Chinese artist JC-T, who contribute exclusive digital content and creative input, enhancing Sprite’s global appeal.
Developed by WPP Open X, with Ogilvy at the helm and support from VML, Essence Mediacom, Subvrsive, and Ultralight Studio, “Turn Up Refreshment” exemplifies a multifaceted approach to modern marketing. By aligning real-time data with cultural touchpoints, Sprite effectively positions itself as the go-to refreshment during peak heat moments.
Key Takeaway:
Sprite’s “Turn Up Refreshment” campaign innovatively combines real-time data, cultural relevance, and immersive experiences to deliver timely relief during the hottest moments, reinforcing its position as the ultimate summer refreshment.