Sprite
Shower Summer Activation
There’s nothing better than catching some sunshine on a hot day at the beach. But, after some time lounging, swimming in the ocean, and digging in the sand, there are two things you want: A cold shower and a refreshing drink. Most companies skip straight to the second part of this consumer need, but Sprite was thinking outside of the bottle with a brand experience campaign.
Big Idea
A giant soda dispenser complete with the famous green and yellow logo of the lemon drink, inviting people to stand where the cup would usually go, on Rio de Janeiro famous beaches. Once the beachgoer pushed back on the giant lever, a shower would rain down on them with poured water. After the refreshing shower people have samples of Sprite to cool them down even more, since the summer days on the crowded beach in Brazil could get up to 40°C. It managed to shower more than 1,500 each day that it was in place, and you can be sure that these people made an association in their mind with that green label brand most important attribute: “REFRESHMENT”
Results
★ National and international awards
★ Brand awareness (PR)
★ 25% increase salles during the activation campaign
