Article from BJPenn.com
Sprite execs say the new campaign and tagline are meant to be broader than just basketball, allowing Sprite to hit on other teen â€œpassion points,â€ such as music, skateboarding and film. In the second half of the year, the brand will be promoting a contest for film students.
â€œWeâ€™re trying to link all of these different passion points in a way that has consistency in it,â€ said Mr. Keith. â€œSprite has a very specific teen target, so weâ€™re looking for a crisp articulation.â€
â€œIn the last two years, weâ€™ve been fine-tuning against the same strategy,â€ added Rafael Acevedo, Sprite brand director. â€œThis campaign is based on the same fundamental truth we have for Sprite â€” unique, intense excitement.â€
– Source: adage.com