The Coca-Cola Company: Beating the heat with context and content

Sprite, a carbonated soft drink brand, created "Giant Thermo" to associate how physical heat is detected and cooled down, creating a strong association amongst the audience in Vietnam.

Campaign details

Brand: The Coca-Cola CompanyAgency: WPP Open X, led by EssenceMediacom VietnamRegion: APAC

Strategy

Objective

While the lime lemon carbonated soft drink category in Vietnam was bustling with high investment going into communication, Sprite had not been very active for a long time. Furthermore, our activities so far were just simply painting the picture of a brand that's refreshing to enjoy without a well-crafted image and association, thus it makes the brand lag in all the important criteria like awareness, consideration, sales number, and even the imagery of "Refreshness".

Therefore, the objective of Sprite...

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