Sprite is hitting the streets this summer with a host of promotions focusing on its “lymon” taste and a fresh new look.
The relaunch centers on Sprite’s new “SubLYMONal” ad campaign, TV spots that are the opposite of subliminal. The ads let viewers know the spots are “DVR ready” so they can replay the ads to find embedded content. An opening voiceover says, “Welcome to SubLYMONal advertising. For best results do not blink.” The lymon component of the campaign plays on the beverages lemon-lime flavor. The campaign includes four 30-second TV spots and one 60-second cinema ad. Crispin Porter + Bogusky, Miami, created the spots.
Consumers can enter embedded codes from the TV spots at a new Web site the brand developed, SubLYMONal.com to “unlock” exclusive content, Sprite said. At the site, they can also create their own SubLYMONal experiences. The Web site was developed by AKQA, San Francisco.
“As a brand that focuses on young people, Sprite deserves arresting advertising that cuts through the monotony of ordinary commercials and this multi-faceted campaign does just that,” said Don King, group director, Sprite, Coca-Cola North America, in a statement.
New packaging shows off the familiar silver, green and blue colors along with the brand name and some effervescent bubbles. A new “S” brand icon will appear on all packaging and tie to marketing elements.
The relaunch kicked off yesterday at Gustavino’s restaurant in New York at the Sprite Street Couture Showcase. The event featured collections from five top street wear designers, including Etnies, LRG, Rocawear, Triple Five Soul and WESC.
The SubLYMONal campaign continues the message of Sprite’s ongoing “Obey Your Thirst” campaign. The new TV spots close with the words “SubLYMONal Message Complete” and the tagline “Obey”.
Network
