Pakistan’s revealed its Sprite digital campaign; “KARNA KIA CHAHTAY HO/WHAT DO YOU WANT TO DO?”
to energize the youth around us, inviting them to break free from a world of
norms and do what their heart tells them to do.
The Pakistani youth today is in self conflict, at cross
roads as to “What they want to do” as opposed to “What they are told to do”,
and eventually as time passes on it becomes more of “What they could have done”
as opposed to “What they end up doing”. This state of existential crisis
of following societal norms instigates a never-ending spiral of perplexity but
also leads to the loss of self-expression.
SPRITE, the L&L SEGMENT LEADER and the driving
force behind the FLAVORS GROWTH
in Pakistan has a bigger role to play in the lives of our youth. Being a YOUTH BADGE BRAND building on
its philosophy of “OBEY YOU”,
Sprite asked the youth what they really wanted to do? A simple question, but it
stirred a million varying answers, made the youth realize that they were hardly
pursuing their passion let alone their dreams. And guess what, they weren't
alone….Around 63% of
the Pakistani youth is under social obligation following a pre-defined route
dictated by their peers, parents, norms and traditions.
Speaking about the campaign, Rizwan Ullah Khan, General
Manager, The Coca-Cola
Export Corporation Pakistan stated “Creating innovative
marketing campaigns is at the heart of the Coca-Cola
system in Pakistan. We
believe in the growth potential and opportunity of Sprite. This brand has continued
to win over Pakistani consumers' preference. Our job is to constantly reiterate
the brand’s strength and aggressively create a buzz and excitement in
Pakistan’s sparkling lemon-lime segment through evolving our traditional IMC
Within hours of launching Sprite’s digital campaign, it is
making massive waves around social media and driving positive conversations all
across various forums. With
105,000+ views, 23,800+ likes, 5,550+ shares
and 1,000+ comments, the digital campaign has captured the
tension that the youth of Pakistan are facing today.
The digital campaign showcases a bunch of students and ask
them a set of questions of “what they are doing” and “what do they really want
to do”. Then the campaigns asks celebrities a similar set of questions to
juxtapose the sentiment of the students. The messaging behind the campaign is
to highlight that one should break free from societal norms and pressures and
follow their heart to do something that they truly love.