July 30th, 2012
Sprite's New Tagline: 'There's Nothing Soft About It'
By Natale Zmuda
Coca-Cola’s Sprite is fine-tuning its approach to targeting teens in the U.S. with a new campaign and tagline emphasizing the “intense” experience that comes with drinking the beverage.
The opening line of the launch spot is, “This is way more intense than I was expecting!” and the campaign carries the tagline, “There’s nothing soft about it.” It is the first work from Leo Burnett, which won the business in April.
The campaign highlights the experience of drinking a Sprite—described as “a unique, sudden hit of intensity”—something execs admit had been missing from previous advertising. The first ad debuts Saturday on the Olympics.
“We’ve never linked [the product experience] as overtly as we have now,” said Kevin Keith, group director-integrated marketing content at Coca-Cola. “Most brands go to a lifestyle brand without connection to the product experience. We’re trying to link to the product experience more sharply.”