When you eat spicy chicken wings, DON’T spray yourself with the hose, DO grab a refreshing Sprite. When you target millennials, DON’T use long format video, DO create cheeky, bite-size content.
We identified an opportunity to re-ignite passion for the Sprite brand in Canada, particularly with 18-24 year olds. Until recently, Sprite had been relatively quiet on social media, so we jumped at the chance to reach this influential demographic by creating content for today’s most popular social channels.
Our task was to develop a big idea with that would resonate with sparkling soft drink drinkers. We knew Sprite offered unique refreshment and an urban, cool, clever voice; the challenge was to use these traits in an engaging social media campaign.
‘Sprite & Spicy’ was born. What’s the key to extinguishing the fire from spicy food? An ice-cold Sprite. In partnership with two highly regarded Canadian influencers, two Toronto Raptors and our hilarious “Thirst Responder”, the team created almost 30 pieces of content that delivered this message to our target audience of 18-24 year olds in Canada.
We focused on a younger demographic by executing on Facebook, Twitter, Instagram, Snapchat and YouTube. Additionally, Sprite was the first brand within the Coca-Cola building to execute Snap ads.
Using a highly targeted media buy, we promoted our content on all of Sprite’s owned social media channels. The much-loved Thirst Responder and Toronto Raptors Jonas Valančiūnas and Demar DeRozan, featured in The Spicy Trickshot Challenge, delivered some of our best metrics. And YouTuber extraordinaire JusReign told his version of the ‘Sprite and Spicy’ story in a very spicy music video.
The results were more than refreshing. Sprite Canada’s Instagram experienced 360% follower growth and our influencer partnerships drove 40x more traffic to Twitter.