Sprite Endorsers, Young and Urban
Sprite is a carbonated soda which is related to the lemon-lime flavored lemonade which is owned and distributed by the Coca Cola Company. The brand is well known for its slogan "Obey you Thirst" and mainly targets a young consumer segment, from teenagers to young adults and an urban customer segment.
To reach these segments, Sprite uses amateur and famous sneaker players as their endorsers for their ads. But also musicians who are linked to music but more specifically to American rap to better target these segments which are the biggest consumers of this type of music. Sprite called on Drake, an American rapper well known for their commercials.
The rapper participated in TV commercials but also in Sprite's "Spark" campaign which aimed at a competition to highlight young music creators in order to give them more visibility but also to allow them to express their creativity. . The goal of the camapgne was to create a short video of them by being able to remix the music of drake. This strategy has enabled Sprite to gain market share and reinforce its notoriety around its segments.
Sprite is not just limited to endorsers such as stars or sports professionals. Sprite also puts in regular people, like you and me. By using ordinary people, Sprite wants consumers to be able to identify with their advertisements as well.
Sprite wants its consumers to be able to identify with the brands but also to be inspired and take example from the idols that Sprite puts forward. Sprite then wants to associate his drink with a product that we drink every day, that it becomes a habit of drinking sprite. Sprite's strategy is very different from its owner Coca Cola. Sprite wants this to focus on young segments with names that these segments recognise as well as people with whom they can identify.
This is why Sprite is focusing its advertising much more on digital in order to more easily become involved in the daily lives of 14-25 year old in order to keep in contact with its consumers.
Sprite has recently launched on its site the section "The creators" which highlights young influencers from the African-American community to highlight new talent on its social networks and also to take a position in political movements that are widely shared on social networks
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