To kick-start the summer, Coca-Cola Pakistan unveiled its Sprite campaign. The campaign titled ‘Pyas Ki Waat Laga’ (Conquer your thirst) centers on positioning Sprite as the ideal thirst-quenching, Lemon & Lime beverage, giving that sudden hit of intense refreshment to beat the heat. In line with its brand promise, the campaign urges teens to obey themselves and conquer their thirst with a chug of Sprite. 
The Refreshment IMC encapsulates Sprite’s bold and edgy messaging via a comprehensive IMC with multiple consumer touch-points. The refreshment cues are magnified within the IMC by leveraging the fast-paced and exciting new adventure sport, Fly boarding, which has yet to make inroads into Pakistan. Additionally, using Meesha Shafi, a leading edgy actress / singer as the female lead, and a reknown track by one of the leading rock artists of Pakistan, Ali Azmat, as the soundtrack, Sprite created waves in the market.
Speaking about the campaign, Rizwan Ullah Khan, General Manager, Coca-Cola Pakistan stated, “Summer time is associated with fun and excitement but unfortunately it is tough for teens to make the most of their holidays due to the extremely high summer temperatures. This IMC looks to driving teen recruitment in the peak season by building on refreshment as an intrinsic driver for Sprite and provides a platform to teens for the ultimately refreshing summertime activity”.
The campaign engages its target group through TVC, Behind-the-Scenes Content, Radio, Outdoor, Consumer Activation, Trade Activation, Digital, Mobile and Packaging. Furthermore, given Sprite’s focus on clutter-breaking and innovative initiatives, for the first time in Pakistan, Sprite installed outdoor water projections to give consumers the most refreshing ambient outdoor experience making it the talk of the town. Further, by combining landmark outdoor sites, Sprite created a mega outdoor taking Sprite’s outdoor impact to a whole new level.
In order to make the campaign more engaging and drive conversations, there is a strong focus on experiential activation and linking it with social media, whereby the TG can participate in the flyboarding experience and share it with their friends. The highlight of the activation is recruiting consumers for a trip to a lake in the north of Pakistan for Flyboarding.
With this campaign, Sprite has made an indelible mark in the space of sudden, intense refreshment via unique and ownable creative executions.