Pakistan just unveiled its Sprite Refreshment
campaign to kick-start the summer. The campaign titled ‘Sprite Nimbu Soda ki
Thaaaa’ 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.
Taking inspiration from “more lemon, more fizz” direction
and making it locally relevant with “Nimbu Soda ki thaa/Burst of lemon and
fizz”, The 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 lime and lemon aspect to the
beverage with fast-paced and exciting shots.
Speaking about the campaign, Rizwan Ullah Khan, General
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, 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 will install experiential
trials on soda carts for more than 200,000+ consumers across key cities.
Further, by combining landmark outdoor sites, Sprite created a mega outdoor
taking Sprite’s outdoor impact to a whole new level.
With this campaign, Sprite has become the first L&L
brand in Pakistan’s history to coin a name for the L&L category (Nimbu
soda), making an indelible mark in the space of sudden, intense refreshment via
unique and ownable creative executions.