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Sprite Advertising Case Study Analysis

Sprite was launched in India in 1999 as a clear lime soft drink to compete in the non-cola carbonated segment dominated by Coke and Pepsi. Sprite used innovative internet advertising targeting teenagers to establish its image as a youthful brand. Its advertising campaigns positioned Sprite as a straightforward, honest youth icon with taglines like "Seedhi Baat, No Bakwaas, Clear Hai." Sprite is perceived by Indian youth as unconventional and irreverent. Personality traits of brands like Thums Up that target adventure and strength differ from those preferred by consumers of milder brands like Coke, Pepsi and Mirinda that emphasize coolness. Soft drink brands can appeal to consumers' expected, ideal and ought-to

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Ishu Kumar Nirala
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164 views9 pages

Sprite Advertising Case Study Analysis

Sprite was launched in India in 1999 as a clear lime soft drink to compete in the non-cola carbonated segment dominated by Coke and Pepsi. Sprite used innovative internet advertising targeting teenagers to establish its image as a youthful brand. Its advertising campaigns positioned Sprite as a straightforward, honest youth icon with taglines like "Seedhi Baat, No Bakwaas, Clear Hai." Sprite is perceived by Indian youth as unconventional and irreverent. Personality traits of brands like Thums Up that target adventure and strength differ from those preferred by consumers of milder brands like Coke, Pepsi and Mirinda that emphasize coolness. Soft drink brands can appeal to consumers' expected, ideal and ought-to

Uploaded by

Ishu Kumar Nirala
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

SPRITE CASE STUDY

BY:

GROUP-7 Ishu Kumar Nirala Kumar Shashwat Romal Kumar Sinha Sonu Agarwal

Q.1. What could be the real reason for the success of this new brand of soft drinks when there are already two other international brands, namely ,Coke & Pepsi?
Launched in India in 1999- as clear lime soft drink Sold in over 188 countries It was launched in reaction to the emerging new competition in the non-cola carbonated segment.

Promotion
Use of the internet 1st soft drinks to launch large-scale & massive Internet ads to sustain popularity with teenage segment The internet technology adaption by Sprite reinforced its image as being youthful & keeping up with times

Advertising campaigns

first launch was with slogan, Taste its tingling tartness obey your thrust- repositioned as youth brand The visibility &brand recall were also kept high by active sponsorship in popular sports Seedhi Baat, No Bakwaas, Clear Hai- advertised as youth icon standing for a straightforward & an honest attitude.

For low involvement products advertisement costs pictorial cues are always more effective at generating recall & familiarity with the brand. In this case, in your opinion, what is the best element of its campaign strategy?

The tag line Clear Hai is quite appealing. Casual and Non sense approach Honest and straight forward

The transparent bottle of sprite in the end


It represents coolness

Q.3. What is the evident personality of sprite in the eyes of the youth segment in India ?

It is perceived as unconventional & irreverent

attitude It is advertised as youth icon standing for a straightforward & an honest attitude

4. Is there likely to be any difference in personality traits between consumers who prefer to drink Coke , Pepsi, Mirinda ,& other similar brands , & those who prefer brands like Thumps up ? Yes

Thumps stand for adventure and strong approach while other stands for mildness and coolness Thumps up also use stars like Akshay Kumar to depict adventure and action while others like Mirinda uses stars like Govinda to show coolness

5. Discuss possible type s of self image?

Expected Self Image How consumers expect

to see themselves at some specified future time. Ex- Limca Ideal Self Image How consumers would like to see themselves. Ex- Sprite Ought to Self- Image Characteristics consumers believe they should possess. ExThumps -Up

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