Coca-Cola Great Britain has launched a new Sprite TVC in the UK, introducing consumers to the reformulated version of the classic lemon and lime drink.
Running throughout May into early June, the ad brings to life the brand’s cheeky and playful personality with a ‘refreshing truths’ theme. Targeted at a young adult audience, the ad encourages them to rediscover Sprite for a refreshing burst of lemon and lime flavour.
The new and improved Sprite is the first carbonated soft drink in the Coca-Cola family to feature stevia in the UK, which means it now contains 30% less sugar and calories*.
The 20-second advert, set to an upbeat music track, was created by Ogilvy & Mather and is the latest element of a wider marketing campaign that also sees digital promotional activity and sampling to drive trial and awareness. Set in an arid desert, a group of thirsty young friends are transported straight through the dusty terrain into a refreshing pool after taking a thirst-quenching sip of Sprite.
" Our new advert playfully relaunches Sprite and its refreshed, reduced sugar formula by showing a lighter side of life. The summer-feel of the advert reflects the fact that the drink is now on the shelves in the UK and reflects Coca-Cola’s ongoing commitment to providing people with great tasting drinks, with fewer calories." Zoe Howorth, Marketing Director, Coca-Cola Great Britain
Coca-Cola Great Britain was one of the early signatories to the Government’s Responsibility Deal last year. The new formula of Sprite forms part of the commitment, made as part of the company’s Calorie Reduction Pledge, to reduce overall calories per litre across its drinks portfolio. Over the course of the past five years, Coca-Cola Great Britain has also reformulated Fanta, Oasis and Lilt to reduce their calorie content by between 30-50%.
* 30% less sugar compared to most full sugared drinks in the UK
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For more information, please contact:
Katherine Dempsey firstname.lastname@example.org / 0207 908 6402
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Notes to Editors:
Sprite’s stevia-based sweetener is an extract of the stevia plant, which originates from Paraguay. The plant’s leaf is a unique source of intense, natural sweetness. For two centuries it has been harvested and used in South America to sweeten foods. The stevia-based sweetener has the benefit of being sweeter than sugar, but without added calories. The stevia extract is ideal for Sprite as it perfectly complements the lemon and lime flavours.
About Coca-Cola Great Britain:
Coca-Cola Great Britain is responsible for marketing 21 brands and over 100 products to consumers across Great Britain, focusing upon developing new brands, extending existing brands and protecting trademarks including Coca-Cola (recognised as the world’s most valuable brand). Other Coca-Cola Great Britain brands include Diet Coke, Coke Zero, Fanta, Sprite, Dr Pepper, Oasis, Glaecau vitaminwater, Oasis, Schweppes, 5 Alive, Lilt, Kia Ora, Relentless Energy Drink and Powerade. The Coca-Cola Great Britain portfolio is worth £1,998 million with value sales growth of 8.4% year on year. Within in this the My Coke trilogy (Coca-Cola, Diet Coke and Coke Zero) is worth £1,150 million, growing at 6.4% in value year on year (Neilsen, w/c 11/02/12). Coca-Cola Great Britain is committed to developing innovative, responsible and sustainable initiatives that help protect the environment. Recently the company launched its PlantBottle™ plastic made from up to 22.5% plant-based materials and up to 25% recycled plastic as the latest step on its journey towards petroleum-free plastic. For more information about Coca-Cola in Great Britain, please visit our website at www.coca-cola.co.uk