Three months ago, The Coca Cola Company re-introduced the highly acclaimed brand “Sprite” with the new one “Sprite 3G”. The re-launch is at time when the company has been facing a tough competition in the local market.
The company has intelligently selected the new brand “Sprite 3G”… the letters “3G” in the new brand is a term related to the ‘Technology’ especially with the ‘Telecommunication’ industry like the 3G mobiles. It refers to “3rd Generation” of innovation in technology. The same theme is adopted by the company referring to the “3rd Generation” of the soft drinks.
The company (Coca Cola) has been very clever in making slogans for their products; according to the needs of the most of the people in Pakistan like;
“Jo chaaho ho jaaye… Coca Cola enjoy!”
Now the re-launch of Sprite also brought a new, attractive and really short slogan viz; “HITS HARD”. The old one was also an attractive one and became a Unique Selling Point (USP) for the brand.
“Dikhaawey pe na jaao… apni aqal larrao…”
The brand “Sprite” was launched in 1961 in response to the already popular “7-Up”; but over the time many beverage companies plunged into this ever demanding business. Now the company is facing a stiff competition at local level with 7-Up, the newly re-launched ‘Mountain Dew’ and some local companies like Amrat Cola, Shandy and Makkah Cola.
A day ago; the company provided free drinks to the public, during an introductory campaign, as a product sample. The campaign was held at Akbar Chowk, Lahore near the Meezan Bank in an empty plot. There was a truck full of crates of bottles, a Land Cruiser branded with the product’s name and a small but really hip hop music setup.
The branded Land Cruiser was a great attraction for the public as they were of the view that, this car is here for a prize… and they can win it by participating in some sort of competition activity.
“It is our car… and whenever we move to some place we use this car”, said Saahil, the Brand Ambassador of Sprite 3G.
The campaign was supported by the Rock Remix music provided by a local music band “DJ Butt”. It was a mixture of some western music with the remixes from Bollywood. The transition from one song to another was really great.
“We have been with the company for over 1 week and are supposed to be with them for about one month; as per contract”, said Naz (the DJ) who was representing the band “DJ Butt”.
Let’s see… what the new Sprite has to offer…
Hey… does anyone know that where the PEPSI’s brand “Teem” has gone…?
History Source: Sprite