The meal occasion continues to be the most contested space for carbonated soft drink brands, with food being the biggest passion point for Pakistanis. But one thing they love more than food, is spicy food.
SPRITE SPICY
bACKGROUND
THE CHALLENGE
Make Sprite the #2 favourite brand in meals by driving its strong association with spicy food.
Research revealed that although Sprite's young audience loved the excitement of intense spicy food, they preferred clear carbonated drinks like Sprite to keep them going for more. And with Sprite's cut-through lemon refreshment, this interaction between the opposites - the 'sssss' and the 'ahhhh' - was a strong ritual to own.
INSIGHT
THE IDEA
The pleasure of life is in experiencing the opposites - for after every 'WOOO' (moment of heat), comes a 'SAHHH' (moment of relief).
WOOOSAHHH!
TV COMMERCIAL
TV COMMERCIAL SERIES
'TRAFFIC SIGNAL'
BILLBOARDS
THE
Digitally integrated with traffic lights at key intersections - when spice stops you in your tracks, Sprite gets you going for more.