Sprite being Pakistan’s youth badge brand is positioned as cutting through with its own street expression. In order to further strengthen its affiliation with street culture, Sprite is bringing its bold and edgy depiction of streets to life in a first-of-its-kind on-ground and digital activation, Sprite Street Challenge. The objective is to drive recruitment in high traffic areas and link it with shopper transaction. The mechanics are such that visitors are intercepted to purchase a case of Sprite/Fanta to participate in the ultimate Sprite Street Challenge. Everyone’s a winner and gets from Sprite edgy tees to an XBOX or even a HD TV.

Speaking about the activity, Ali Akbar, Region Marketing Manager, Coca-Cola Pakistan stated, “Sprite has always stood for Thought Leadership and taking a unique approach to owning the street culture in Pakistan.  Sprite’s role is to drive recruitment by building on its global ambition of becoming a youth badge brand. Karachi is the largest city of Pakistan and by activating Sprite Street challenge, we gave an opportunity to youth to make their mark and become part of the street culture”. 

Re-creating a street like environment, all dressed up for Eid festivities with fairy lights, street lamps and other elements from the street, this activity engages its target group fixed CCTV cameras installed in the setup, which will show the audience what’s going on in the setup. CCTV footage will be displayed on a big screen. For the first time in Coca-Cola Pakistan’s history, this activity happened at Dolmen mall, Karachi where the expected daily footfall is 100,000-150,000 people. 


Sprite has become the first L&L brand in Pakistan’s history to coin a name for the L&L category (Nimbu soda) and become an authentic youth badge brand.