Coca-Cola 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 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”.
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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.