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

Diet Coke by Coca-Cola

The equation among soft drink competition was almost balanced, Coke competed against Pepsi, Tab against Diet Pepsi, Sprite against Mountain Dew, and so on.

The company’s diet cola Tab sold well, but its once rapid growth rate had flattened by early 1980s. When Coca-Cola introduced Diet Coke in 1982, its aspirations were high. The launch of Diet Coke, was the first brand extension of Coca-Cola in its history.

After only one year in the market it grew to become the largest selling, low-calories soft drink in the United States.

It aimed not being content with just outselling Diet Pepsi; the company wanted Diet Coke to be number two soft drink of any kind. Since its inception, Diet Coke has expanded its product line by introducing many other flavors, including Diet Cherry Coke, Diet Vanilla Coke, Diet Coke with Lemon and Diet Black Cherry Vanilla Coke.

Coca-Cola promoted Diet Coke heavily, so much so that during some quarters it spent more on Diet Coke advertising than on its flagship Coke Classic. Diet Coke advertising campaigns have been associated with memorable themes and celebrities.

By 1986, Diet Coke was the most popular low-calorie beverage in the world.
Diet Coke by Coca-Cola