Coca-Cola South Pacific will launch its Sprite Showers activation in Melbourne this Friday as part of its new marketing campaign, after confirming it cancelled the experiential activity in Sydney due to a NSW State Government announcement coinciding with the scheduled date.
The Sprite Showers are part of Coca-Cola South Pacific’s new marketing campaign for Sprite, ‘Cut through The Heat’ and were schedule for three locations only – Sydney, the Gold Coast, and Melbourne.
The activation in Bondi, Sydney was planned for the weekend of February 21. It was held in Surfers Paradise last weekend and will be in St Kilda in Melbourne this Friday for three days.
A spokesperson for Coca-Cola South Pacific told Inside FMCG the company intends to hold the event in Sydney, however, a date has not yet been confirmed.
“When we were made aware that there would be an important announcement from the government on the same weekend, we decided to postpone the Sprite Showers activation at Bondi.
“We did this because we know this is an important initiative for the community and felt it was appropriate for us to allow that to go ahead without the possible interruption of a consumer activation.”
The Sprite Showers are part of a wider campaign for the brand which includes two digital video execution, illustrating how Sprite enables Aussies to “cut through the most awkward of moments”, out of home and proximity media, and point of sale throughout February and March, with ongoing social activity running through until July.