I am sure you like Sprite, the beverage now owned by Coca-Cola. It was initially launched in Germany then after the initial run hit it off, it was launched in America.
This is where it gained its status and the renowned name that it stands by today. I like sodas – and I have had everything from Dr. Pepper to owning a Soda Fizz at home.
But there is something about Sprite that kicks me. This is a refreshing drink. I mean, you can compare it with lemonade. But it has got the soda in it we need – and yet tastes so different to the other ones. It’s a see-through drink, and yet has a distinct taste. And I could also use this as a drink and a mixer with my favorite alcohols.
So, when was it introduced to the world?
It was introduced by Coca-Cola over 50 years ago, actually. This move was directed to beat the competition 7Up. When we go fifty years down the lane, today it stands as the world’s best lemon-lime flavored soft drink.
Available in almost 200 countries, it is the world’s third-largest brand of soft drinks now. It is a clear liquid, with no additive flavors or caffeine, the natural flavor of lemon and lime provide a crisp taste thus making it a bestseller.
By James Quincy, Chairman and CEO of the company, Sprite has reached heights in India due to perfectly timed and targeted marketing, suiting the local audience most. So, Icy Whiz went around and asked people why they loved Sprite, and looked at why this drink became so popular.
1. Sprite played it smart – it targeted youth like us
Right when the product launched, it had a very clear vision as to who was their target audience and therefore did everything under control to allure the youth. Right from the packaging to the slogans.
The taste that aims to rejuvenate, the shape of the bottle specifically designed for Sprite, the whole brand image radiates a sense of clarity right from the color of the drink to their slogans like ‘ Obey your thirst’. It gives you a whole new perspective of something new and individualistic.
The brand uses different and quirky advertising techniques, use of DJ-ing, graffiti, sports, photography, and fashion to impart a sense of freedom and free movement as seen in the youth, and this kind of appeal is a major win for getting this segment on board.
As my friend tells me,
Well,it doesn’t have that caffeine buzz. It’s just pure, lemon-lime refreshment
Raj Kiran
Another smart feature of their advertising has been the use of authentic concepts, there is no manipulation to stimulate demand. Instead, they use creative ideas like advertising during large sports events and using both new and established players for the same.
Their presence on social media also works like marketing because of the strong influence it creates via those platforms, and manages to sway the audience in the brand’s favor. I mean, have you seen their perky ads?
2. Why is the Green Color for Sprite?
A lot of research had been done before the public release of Sprite and a large number of designs were rejected for the logo and the label. Even the color was finalized after several rounds of debate.
Green finally made it. It was selected to represent Sprite because it is an everyday color, it has a soothing effect, and is easy to see.
It stands out but not in an aggressive manner and it connects to fresh and natural and resonates well with the idea of refreshing.
3. Advertising for Sprite
They have always been very artsy and different in their marketing. Starting with the mascot Miles Thirst, which was on television ads featuring the soft drink.
It has upgraded the technology within advertising also, for example when Snapchat was at its peak, it collaborated and launched bottles with Snap codes to make the packaging more exciting and interactive for the consumers.
Although they started with adults, they very swiftly shifted the focus to the younger crowds, so quickly and seamlessly it was that it looked like they never were even there.
I asked around what people liked about the ads, and here is what Simran, a college goer, told.
Sprite’s ‘Obey Your Thirst’ slogan speaks to me. It’s not just about quenching thirst; it’s about living life to the fullest.
Simran Pandey
They used humor as another aspect of their large advertising on billboards they used to put some light-hearted jokes to make the people understand the brand’s idea behind the product while entertaining them.
Physical advertisement is also their strong suit, placing the ad where the whole idea of this is a soft drink that is refreshing and can quench your thirst appropriately is always achieved.
They are very wordy and cool with their slogans and make them very direct and interesting. For example, some slogans from the 60s and 70s are ‘ Naturally Tart ‘, ‘ Taste Its Tingling Tartness’ and ‘ It’s Natural ‘.
The Icy Whiz team talked to Pavel Naydenov, Head of Marketing at Businessmap, about the key factors behind Sprite’s success in the beverage industry. Here is what he said:
“In my appraisal, Sprite’s marketing success pivotally rests upon three core elements: bold branding, distinctive product positioning, and relentless consumer engagement.
Their quintessential green logo, with its uncomplicated yet bold design, immediately sets them apart. In a personal encounter, while I was working on a project for Nestlé, I could see how much visual differentiation is crucial for recognition in a sea of competitors.
Furthermore, their strategic positioning as “not just another cola” allowed them to carve out a unique non-cola niche, which reminded me of a similar approach we embraced at Businessmap.
We positioned ourselves not just as another project management tool, but as a tool focused exclusively on improving efficiency through visual solutions.
Finally, Sprite’s continuous engagement with consumers, particularly youth, through popular culture endorsements, resonates strongly with our social media engagement strategies at Businessmap.
Leveraging popular figures not only amplifies the brand’s outreach but also strengthens its relevance and appeal among target audiences.”
4. What is Sprite Made up Of?
I looked up the ingredients for you, so you don’t have to.
- Carbonated water
- Acidity regulator
- Natural lemon
- Citric acid
- Sugar
- Sweeteners
- Lime flavorings
It has no caffeine and about 140 calories in 12 ounces. In fact, this is what appeals to many that we asked.
I appreciate that Sprite keeps it simple: no caffeine, just natural flavors. It’s refreshing in every sense of the word.
Preetam Roy
Ryan Kelly, Chief Marketing Officer at Easy Ice, talked to the Icy Whiz team about the reasons behind Sprite’s success as a global phenomenon. Here is an excerpt from the interview:
“Sprite’s success as a global phenomenon stems from its consistent branding, innovative marketing strategies, and strong consumer appeal. The brand’s clear, refreshing image has resonated with consumers, effectively distinguishing it from competitors.
Sprite’s consistent focus on the youth market has created a loyal customer base. Its strategic use of celebrities and influencers in advertising campaigns has amplified its reach and relevance.
The iconic green-and-white branding and the crisp, clean messaging reinforce the product’s identity and promise. Sprite’s ability to stay culturally relevant through partnerships with music and sports events has further cemented its place in popular culture.
Marketing strategies have played a pivotal role in Sprite’s growth. The “Obey Your Thirst” campaign, launched in the 1990s, effectively tapped into the youth’s desire for authenticity and self-expression.
This campaign, along with strategic product placements and collaborations with hip-hop artists, made Sprite synonymous with urban culture.
Innovative approaches, such as interactive digital campaigns and user-generated content, have kept the brand engaging and dynamic. Sprite’s consistent engagement with social media platforms has allowed it to maintain a strong connection with its audience.
The brand’s focus on refreshing, straightforward communication and leveraging cultural trends has driven its success and ensured its continued relevance in the competitive beverage industry.”
5. Flavors of Sprite
Sprite comes in about two to three dozen flavors and some of the most popular of the lot are as follows.
- Original
- Ice Mint
- Sprite Cherry
- 6 Mix
- Flavor Hits
- Peach
- Lemon and Mint
6. The Parent Company of Sprite
The parent company of Sprite, Coca-Cola is the world’s dominator in the beverage industry with a presence in more than 200 countries and territories and they employ more than 700,000 people across the globe and work to make themselves bigger and better every day.
Coca-Cola works with a very strong work ethic and has a very concise and convenient work policy for all employees. They aim that the people they employ get to work in the best surroundings so they can feel great, work better and inspire others the same.
In India alone, Sprite has become a billion-dollar player when we consider sales, second only after Thumbs Up.
Sprite for its parent company Coca-Cola in India plays the role of the biggest contributor to the volume-led growth. For the Indian subcontinent, it has the highest rate of household penetration.
Last Updated on June 1, 2024 by soubhik
Author
What an interesting article. Sprite is a leading carbonated drink now a days. Sprite is often widely used as a home remedy for an upset stomach. We consume it with our daily beverages. This article helps me to know about the pros and cons of sprite.
I found this article on Sprite’s history and its association with Coca-Cola quite intriguing. The insights into its initial launch in Germany, subsequent success in America, and strategic moves to compete with 7Up add a fascinating layer to its evolution over the past 50 years. It’s impressive to see how Sprite, introduced by Coca-Cola, has become the world’s third-largest brand of soft drinks, known for its crisp lemon-lime flavor. The details on its rise in India through well-tailored marketing also caught my attention, highlighting the global impact of this iconic beverage.
Compared to other drinks I generally preferred sprite all the time but through this article I got to know many facts about the sprite. It has got so many flavors but personally I like lemon and mint flavor of it.
Often we all drink this soft drink but , personely i never thought this may be a product of coca cola . I thought sprite is it self a company and is a copetitore of coca cola . Today i got to know that this is also a product of coca cola .
Sprite is a favourite soft drink for many, like me, who prefer clear-color drinks. It’s cool to uncover some unknown facts about Sprite, like why its logo and label are green. There is some interesting information about the composition of Sprite and the various flavors available. Overall, it was an enjoyable read that added a little extra fizz to my Sprite experience!!!
I guess marketing is everything. If the product catches the eye, is palatable and affordable, then people almost always end up buying that. I liked the non-biased outlook of the article with critical information on nutrients, branding and marketing of Sprite.