Sprite Ice ads target the 'instant generation'
<P>Sprite Ice has rolled out a new branding campaign targeting the 'instant generation' - the 16- to 24-year-old student demographic. <BR><BR>"(One key challenge for us) is that fighting for attention from metro teens is getting tougher and tougher," said Weitarsa Hendarto, marketing manager of Sprite. "They are the 'instant generation', demanding what they want and expecting instant results." <BR><BR>Sprite will launch a series of commercials and point-of-sale ads in Jakarta, created by Ogilvy & Mather Indonesia. The commercials are set in student environments such as dorm rooms and group barbecues with the soda featured as "the drink that instantly gives you an extra-fresh sensation, both physically and emotionally," said Gary Caulfield, ECD of Ogilvy Indonesia. "We aim to communicate that Sprite Ice is what you need to break free from gerah." <BR>Gerah is a colloquial phrase for life's angst. <BR><BR>"Despite their high potential and spending power, the audience is getting harder to reach," said Hendarto. "We adopted a slightly edgier approach, down to the fine details in the execution - using university students, dorm life, simple outings and choosing the music carefully."<BR><BR>Sprite Ice, which launched in Thailand in 2004, targets the affluent teenage segment of Sprite's overall market, which ranks as the nation's third most-consumed soda after fellow Coca-Cola labels, Coke and Fanta. Last April, Fanta launched an Ogilvy-created campaign targeting 14- to 15-year-olds which, similarly, depicted the beverage as a fun escape from school drudgery (Media, 21 April). </P>
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07/26/2006
Sprite Ice has rolled out a new branding campaign targeting the 'instant generation' — the 16- to 24-year-old student demographic.
"(One key challenge for us) is that fighting for attention from metro teens is getting tougher and tougher," said Weitarsa Hendarto, marketing manager of Sprite. "They are the 'instant generation', demanding what they want and expecting instant results."
Sprite will launch a series of commercials and point-of-sale ads in Jakarta, created by Ogilvy & Mather Indonesia. The commercials are set in student environments such as dorm rooms and group barbecues with the soda featured as "the drink that instantly gives you an extra-fresh sensation, both physically and emotionally," said Gary Caulfield, ECD of Ogilvy Indonesia. "We aim to communicate that Sprite Ice is what you need to break free from gerah."
Gerah is a colloquial phrase for life's angst.
"Despite their high potential and spending power, the audience is getting harder to reach," said Hendarto. "We adopted a slightly edgier approach, down to the fine details in the execution — using university students, dorm life, simple outings and choosing the music carefully."
Sprite Ice, which launched in Thailand in 2004, targets the affluent teenage segment of Sprite's overall market, which ranks as the nation's third most-consumed soda after fellow Coca-Cola labels, Coke and Fanta. Last April, Fanta launched an Ogilvy-created campaign targeting 14- to 15-year-olds which, similarly, depicted the beverage as a fun escape from school drudgery (Media, 21 April).
