To engage basketball fans, Publicis and Sprite got Toronto Raptors OG Anunoby and Delon Wright to compete in head-to-head challenges to decide if lemon or lime is the most refreshing part of Sprite.
A long-time sponsor of the Toronto Raptors, Sprite wanted to reinvigorate their sponsorship to drive brand love and affinity between Sprite and basketball.
Sprite wanted to revive the brand’s ‘cool factor’ with teens and develop a program to activate during the 18/19 basketball season. The challenge: Link Sprite’s essence and product properties to the Raptors brand and the player’s personas in an authentic and engaging way.
What makes Sprite so refreshing – the lemon or the lime? Raptors players OG Anunoby and Delon Wright went head-to-head to settle that very question. Spoiler alert: It was a tie. Lemon and lime are the perfect team.
The video content showed the two players competing in unexpected, Sprite-themed challenges that highlighted their personalities as well as the refreshing properties of Sprite.
We created short-form teaser videos that drove to a :90s feature video on the Raptors’ YouTube channel. MLSE-owned media properties – digital, in-arena and outdoor – promoted and fostered engagement with Raptors fans.
The campaign created major buzz in basketball circles. Eric Koreen from The Athletic called it “MAGICAL”. It was featured on hoops blogs and a full-length Raptors HQ podcast. The positive social sentiment reinforced and amplified the connection between Sprite and basketball.