The Sprite campaign, developed by Ogilvy & Mather Hong Kong, is the agency's first work on the brand since it won the assignment early this year following a global realignment.
The campaign aims to build brand recognition among the youth segment, and seeks to position Sprite as a "cool and "edgy brand.
Mike Wong, managing director at O&M Hong Kong, said: "The brand is offering a kind of cool proposition for the youth. This is something youth aspire to and Sprite is there to help them.
"It's about having the courage to confront things positively. There is nothing taboo in the ads; just something cool. It's about positioning the drink with attitude."
The ads portray teens who dare to express their "thirst and exude the confidence of self-believers.
One execution features a young male contemplating his love for his teacher.
The ad, with Chinese copy, reads: "It's the 21st century, why can't I choose the one I really love?".
The campaign includes posters in train stations and bus shelters, as well as print ads in magazines. CIA, now part of the WPP group, handled media for the Sprite campaign.
However, Wong noted that the poster execution was only setting the stage for the campaign. Other elements are set to launch shortly, he added.
Coca-Cola has also kicked off a campaign for its Yeung Gwong lemon ice-tea beverage brand, which introduced new packaging this summer.
Joanna Mobley, brand director, non-carbonated beverages at Coca-Cola, said: "Teens are high involvement. Teens today are big into friendship and spontaneous fun."
Mobley added: "They want a release from all the pressures of studying, and so we designed this (packaging) using photo stickers, which are very popular with teens."
The company launched a mini-site, developed by MSN, featuring a sticker competition at www.msn.com.hk.
MSN Hong Kong director, Celina Chan, said: "The whole concept is about teens having a good time and showing off with friends. They can post their photos online and invite friends to vote for their submissions. On the second day, one guy sent 200 emails to his friends, inviting them to support his photos, so there is a strong viral element to the campaign."
She added that the next stage would include outdoor, and would feature the winning photo on buses in Hong Kong.
The campaign also included two O&M-developed TVCs featuring scenes with teens having fun with friends at school. Wong added: "Yeung Gwong is a fairly strong brand in the market and the TVCs have given it a contemporary expression for today's teens with punchy ads that hit the mark. The TVCs show the beverage is something teens can consume on a daily basis, not just as a special treat."
