Sprite marketing strategy

In 1985 Sprite decided to reposition as a better-tasting product. With the “I Like The Sprite in You” campaign featuring homemade videos by black youths in their late teens, Sprite overtook former leader 7-Up. Coca-Cola has been successful in such promotions because it spends a significant amount of money on ethnic consumer research.

Since 1994, Sprite has utilized the NBA property as the centerpiece of its fully integrated marketing strategy. They’ve woven he property into advertising, consumer promotions, packaging, publicity and special events The results have been startling:

Since the deal began, Sprite sales have grown at a pace that has far exceeded that of the soft drink category as whole for five straight years.

Sprite proved to have the fastest rising sales on the US soft drink market during 1997 and 1998. Sprite’s marketing strategy sought to get consumers – especially the youth market – to ignore image an “Obey their taste”. Whatever the medium, advertising for Coca-Cola has always reflected the mood and the look of the time.
Sprite marketing strategy

Soft drink: Sprite

Soft drink Sprite is the world’s leading lemon and lime-flavored soft drink. Sprite first hit shop shelves in United States back in 1961.  By today it’s sold in more than 190 countries.

Although the clear and colorless appearances of Sprite do not make it look like lemon or lime juice, their colorless bespeaks their non-content of artificial colors.

Sprite

Sprite is actually simple combinations of lemon and lime flavors with sweeteners. Most consumers do not recognize the citrus flavors in the soft drinks. Instead, they label this lemon-lime flavor as the soda flavor, named after the carbonated soft drinks. In 2013, the recipe of Sprite was change by adding stevia extract.

In launching a website, www.sprite.com, the company staged a party dance built around trendy ‘urban authenticity’ with stars from the hip-hop world.

The entire event was videotape by Spite as it if were a new event. The videotape of the launch party with all its music acts, became paid programming on MTV. By 2000 was the leading soft drink brand among youth.
Soft drink: Sprite