Coca-Cola South Pacific has announced the launch of its new digitally-led campaign, #needasprite.
The multi-million-dollar initiative will be the company’s first to be primarily driven by digital innovation and new media technologies, including online video and digital displays. This will be supported by out of home and cinema advertising.
“With the launch of the #needasprite campaign in Australia, we are excited to continue our mission to take the brand in a new direction that puts digital innovation at the heart of our content,” said Ramona Spiteri, Brand Manager, Sprite.
In an exciting first for the company, Sprite collaborated with Creative Agency McCann to develop 360 video content that brings to life an integrated Virtual Reality (VR) refreshment experience.
“The innovations that are part of the #needasprite campaign, including our very first 360 VR video and collaboration with Google, are all designed to harness Sprite’s unique product and brand benefits and reignite its refreshment credentials with our target audience,” Spiteri said.
“We are confident the approach will be a big hit and will mark the way forward for the brand in future.”
Sprite worked with Google to tap into innovative products, such as Google Preferred and Vogon, with the aim of creating a bank of engaging and shareable content.
Utilising Google Vogon’s five second pre-roll format and interchangeable creative platform, Sprite will have produced hundreds of snackable edits of their online video content by the campaign’s conclusion.
“We recognise that creative designed with increased relevance to audiences gets greater cut through,” said Google’s Creative Agency Lead Ross Jauncey. “This campaign is a great example of using our Vogon technology to achieve this.”
Social media content producer and influencer Jackson O’Doherty has also been engaged to help connect with Sprite’s audience by launching the Awkward Escapes’ series, which will be featured in Sprite videos across owned social platforms.