Teen thirst for fun concepts satisfied

Sprite's Extreme Sensation campaign, which ran from April to June last year to mark the worldwide debut of two new Sprite flavours, received a gold award in the non- durable category of this year's Effie Awards.

'The campaign concept focused on extreme sensory experiences, and conveyed the pleasurable challenge of the taste of the extreme lemon and super-cooling menthol Sprite flavours,' Coca-Cola China marketing director Karen So said.

'And the whole campaign not only aimed to inspire consumers to slake their thirst and activate their senses, but also to express their individuality.'

The campaign, which was developed jointly by the Coca-Cola marketing team and Ogilvy & Mather Advertising, was spread across television commercials, bus shelter advertisements and in-store point-of-purchase displays in a comprehensive bid to promote the new Sprite Ice and Sprite Super Lemon flavours.

The company was pleased that the Sprite campaign surpassed its objectives.

'In terms of business growth, 2003 Sprite sales increased by 44 per cent compared with 2002,' Ms So said.