Coca-Cola Europacific Partners (CCEP) has given Sprite an improved taste and fresh visual identity, which is being supported with a global above-the-line campaign for aimed at driving trial amongst 18-29 adults.
The new formulations will deliver an enhanced crisp lemon-lime flavour across both Sprite and Sprite Zero Sugar, which are together worth almost £144m in GB (Nielsen). The new enhanced recipes will further differentiate Sprite Zero Sugar from Sprite regular, offering a lighter taste profile, that will help deliver a point of difference with consumers and accelerate sales of the zero sugar variant. In GB two thirds of CCEP soft drink sales volumes come from zero sugar variants, claims the firm.
The refreshed taste will be accompanied by the roll-out of a new packaging design featuring white and black text that will clearly differentiate Sprite and Sprite Zero Sugar. This bold design is echoed across all formats including 500ml and 2ltr PET bottles, 330ml cans and multipack cans as well as 330ml glass bottles for the licensed channel.
The 500ml clear bottles will still be made with 100% recycled plastic (excluding caps & labels), with caps that remain attached to the bottle once opened, making it easier to recycle the entire bottle and ensure no cap is left behind. The bottles remain clear following a switch from green to clear PET five years ago in GB to aid recyclability.
The new campaign follows the launch of Sprite’s ‘Heat Happens’ global campaign last year that encouraged people to “stay cool” when things get heated. This year it returns and will initially focus on the ”irresistible” taste and ice-cold refreshment of Sprite, using audio cues including ice clinking, the sound of a can opening, and bubbles fizzing to bring the message to life.
Later in the year it will focus on how Sprite offers consumers a cool down in moments of mental and physical heat positioning Sprite as the antidote to heat.
The new campaign will kick off in quarter two in GB and run across, digital out of home, online video, social media content and experiential product sampling.
Martin Attock, vice president of commercial development at CCEP GB, said: “Sprite has enjoyed solid growth over the past 12 months [Nielsen] and our latest activity is designed to build on that momentum. This year’s marketing campaign is letting Sprite’s renowned refreshment cues do the talking and is perfectly timed ahead of the summer season, when Sprite’s refreshing qualities make it a popular choice. We’re confident that the great new taste and bold new look will be a hit with existing Sprite lovers and new consumers alike, helping to drive sales for our customers.”