Agency: BERAKAR KOMUNIKASI, Indonesia
The Summary Statement
In fasting season, while other brands in Indonesia used religious image to communicate themselves, Sprite stayed being truthful to what consumers really experience during Ramadan: to withstand the hunger and thirst throughout the day. This campaign smartly empathize to what consumers experienced during fasting: the feeling of thirst, by portraying what consumers actually feel when they are thirsty to build desire to the product (Sprite) and exposed the campaign material at the moment and location where thirst are at the highest level (highest temperature of the day). To strengthen the effect, special...