Sprite SeedhiBaatNoBakwas

8/3/2019 Sprite SeedhiBaatNoBakwas

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Clear hai?

Seedhi Baat, No Bakwas!



• Coca- cola’s transparent lemon -lime flavored caffeine free soft

drink

• An answer to Pepsi’s drink 7UP

• Entered India in 1999, with tagline “Sprite bujhaye only pyaas,baaki sab bakwaas ”.



• Target Audience : the whole young consumers’group (pre- teen to late 20’s)

• Theme : “Weeding out pretence and cutting to thechase”.

• Focus : The simple thirst quenching ability andunpretentious attitude of Sprite.

Sprite :Seedhi Baat, NoBakwaas. Clear

hai?

August, 2009





Team behind the campaign

• Conceptualized by Ajay Gahlaut, GroupCreative Director, Ogilvy & Mather, Delhi.

• Film directed by Shoojit Sircar from Rising Sun

Films



The campaign :

What did Sprite do?



The TVCs



Packaging innovation• Convenience and utility emphasized to imbibe the

message of the “ seedhi baat, no bakwas ” campaign.

• The 1.25 litre ‘fridge pack’ - more convenient, better

value for money. Would fit into any average sizerefrigerator. Tagline - “Fridge mein jayega, bada kaamayega .” First launched in select markets of Delhi,Mumbai, Nasik and states like Gujarat and Orissa andthen nationally.

• Xpress pack - a 350 ml on-the-go packaging innovation,priced at Rs 15. Tagline – “Ghumo, Ghumao .”



Online platform

• Leveraging the online platform, Sprite launched aconsumer contest on In.Com a day prior to the OnlinePremier of the communication for its innovative 1.25

liter Fridge Pack.

• Consumers were asked to predict the entire plot of thecommunication just by viewing the TVC for the initial 8seconds.

• Winners were awarded Nokia Multimedia phones.



Outdoor

Used different outdoor media formats like – Billboards – Bus Shelters – Elevators – Escalators – Truck Backs – Subway innovation – Metro grab handles





The First of its kind :Tunnel Advertising



• Sprite used transit advertising for the launch of SpriteXpress, to push to the on-the-go beverage culture.

• The tunnel of the Delhi Metro Rail Corporation (DMRC)from Kashmiri Gate to Chandni Chowk was used for theexecution.

• A series of static images that appear to move as a train rollsby. Passengers looking out of the windows get to see whatseems like a silent movie clip.

• Aim was to catch the bored passenger's attentioninstantaneously.

• Creative communication by the EncycloMedia Networksand the media & technology provided by C2E TechnologyLabs





Associations

• Sprite associated with the then ongoing DLFIPL season two with the launch of a specialedition of ‘Sprite Kolkata Knight Riders’ bottle,

which carried an insignia of key players of theteam.• Also, TVCs featuring Shahrukh Khan, Saurav

Ganguly and other members of the team,including Murali Karthik and Ajit Agarkar wereaired during the season.





Contests

• Sprite and Nokia launched a neighborhood cricketseries in Kolkata. The winning team was taken on anall-expenses-paid trip to South Africa to cheer for KKR.

• “Kholega to milega ” Contest - digital initiative usingmobile phone technology. Customers asked to textcode on the bottle caps. Winners got chance to meetShahrukh and Saurav and also won mobile phones.Conceptualized and launched by Mobile2Win.



RESULTS



• The campaign helped the lime-flavored soft drinkuproot Pepsi from the No. 2 spot

• Sprite became India's largest selling soft drink brand inthe clear lime segment.

• It grew at a record 20% in 2009, even as the total colacategory sales averaged growth of 4%.

• AC Nielsen data shows that with a market share of 14.6%, Sprite overtook Pepsi's 13.6%.



Thank You!

The Team :

Shivani Sharma Yasmin HussainVishakha Pithwal Harsha L

Gurbani Ahluwalia Hinal Tanna

Neha Sharma Priyanka Agarwal

Sprite SeedhiBaatNoBakwas

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