PLAY concept video here.
WE ENCOURAGED AFRICAN-AMERICAN AND HISPANIC 21-28YR OLDS TO 'MATURE YOUR GAME' AND SWITCH TO THE NEW 'NATURAL' SPRITE - VIA WOM, SOCIAL, POP-UPS AND CELEBRITY INFLUENCERS WHO ALSO BECAME FACEBOOK LIVE MENTORS.
THE BIG TWIST IS - THIS NEW SPRITE GREEN ALSO ALLOWED AN INCH FREE AT THE TOP OF THE BOTTLE TO FILL WITH VODKA. ;-)
Our campaign is aimed at 3 test cities - NYC, Miami and L.A.
Activation occurs in pulses to take consumers on an experiential discovery journey.
1. Graffitti and tagging leads to cult vloggers.
2. Vloggers hint at secret locations in hidden back rooms via Coca-Cola Coolers in bodegas and barbers where Sprite Green can be tasted.
3. It also pops up as the drink of choice at sneakerhead and celebrity music launch parties.
1. Activation in mainstream clubs and bars.
2. Jay Z and J-Lo launch viral videos on how they matured their game and took their lives to a different level.
ANNOUCEMENT of Live Stream mentoring sessions.
3. Placement in store - only in lemon & Lime fresh grocery aisle.
4. The connection to MCR.COM for cult exclusive Sprite Green rewards.
The pitch was won. But Coca-Cola realized publical endorsing the drinking of alcohol at that time was not right. The brand launch, sadly, was cancelled.