TERM PAPER

OF
SALES AND PROMOTIONS MANAGEMENT
ON
COMPARISON OF TV ADVERTISEMENTS OF
SPRITE IN LAST 2YEARS

Submitted To- Submitted By-

Mr .Abhishek Dutta Saurabh Vinaik
Roll No. A08
Reg. No.-10905592
MBA(RT1903)
ACKNOWLEDGEMENT

I, Saurabh Vinaik a student of 3rd Semester from “Lovely Professional University” pursuing
my “Master in Business Administration” take great pleasure in presenting my efforts of
developing a complete project in a very satisfactory and appreciable manner.

My efforts have been a success due to the Co-operation of an entire department without which a
project of this magnitude, given restriction of time, could not have been possible.

I owe this project to “Mr. Abhishek Dutta” whose help, expert guidance and invaluable Co-
operation as a faculty supervisor guided me throughout the research phase.

Thanking You.
INTRODUCTION

Sprite is a transparent, lemon-lime flavored, caffeine free soft drink, produced by the Coca-Cola
Company. It was introduced in the United States in 1961. This was Coke's response to the
popularity of 7 Up, which had begun as "Lithiated Lemon" in 1929. It comes in a primarily
silver, green, and blue can or a green translucent bottle with a primarily green and blue label. In
1978, Sprite became the market leader position in the lemon soda category.
HISTORY
Sprite was introduced to the United States in 1961 to compete against 7 Up.
Early magazine advertisements promoted it as a somewhat sophisticated,
tart and not-too-sweet drink mixer, to be used (similar to tonic water or
ginger ale) with alcoholic beverages such as whiskey and vodka. In the
1980s, many years after Sprite's introduction, Coke pressured its large
bottlers that distributed 7 Up to replace the soda with the Coca-Cola
product. In a large part due to the strength of the Coca-Cola system of
bottlers, Sprite finally became the leader position in the lemon soda
category in 1978. Since the 1990s, Sprite has sponsored the NBA and used
players in its advertising campaigns. Players sponsored have included Kobe
Bryant, Tim Duncan and Lebron James

POSITIONING

Coca cola was able to successfully position Sprite as an icon blaster. Its tagline ‘seedhi baat no
bakwaas’ was capitalized as its USP which became very popular among the target customers.

MARKETING STRATEGY OF SPRITE

Sprite is one of the fastest growing brands in the 7000 crore carbonated soft drink (CSD) market
in India. Taking the place of the erstwhile Limca, the brand is positioned as a basic thirst
quencher. The brand in India is competing with Mountain Dew.

Sprite was launched in India in 1999 has caught the attention of Indian consumer by positioning
itself as a plain soft drink. The initial baseline have rightly captured the essence of Sprite as “
Bujaye only pyas, Baki All Bakwas “. The protagonists in the campaigns also have that “cool
“attitude thus breaking clutter of high decibel Cola ads.

They have done a commendable job by being able to maintain the same USP with their new and
refreshing advertisements made it all the more a very effective branding exercise. All the
advertisement of Sprite carried the tag line very well coupled with some very witty and cool
advertisements.

TV ADVERTISEMENTS LAUNCHED BY SPRITE IN LAST 2 YEARS

1. ‘SEEDHI BAAT NO BAKWAAS’ CAMPAIGN
One good thing Sprite has done for some years now is to mock at all the nonsense that cold
drink ads promise. Everyone knows a cold drink is nothing more than sweetened, flavoured,
aerated water, so why create fables around each brand?

Its ‘Seedhi Baat No Bakwaas’ campaign was born out of that concept. And it has served the
brand quite well. Not just because younger consumers connect with that thought, but the
execution of the idea has been almost always superb.

➢ The first advertisement invariably feature two pals.

Theme- The communication takes forward the theme of youth continuously looking for smarter
ways to move up the ladder and seeking to take easier and uncomplicated routes to attain their
goal.
Content of the ad- One slim and good-looking, and the other obese and over-smart. Mr Obese
Boy tries to impress people, especially women, with silly antics and fails miserably. But Mr
Slim Boy only offers thirsty and parched folks some Sprite, and has the last laugh (and the
babe). Simple idea and its power lies in that simplicity.

However, this route has been on air for a long time now, and a degree of predictability has set in.
In order to inject some freshness into the campaign, for their new TVC, Coca Cola, the makers
of Sprite, have taken the lads out of the urban setting, and have landed them into a deep forest
where they run into some cannibalisque African tribals. Mr Obese Boy tries to pally up with the
angsty chieftain, by attempting to ape the mannerisms of the locals. And he only manages to piss
him off. Mr Slim Boy does what he does best: he offers Sprite to the chieftain, who soon cools
down, and in turn offers a couple of tribal chicks to the boy as prize, as Mr Obese Boy gets
readied to be cooked.
Funny? Well, okay, if you insist. Refreshing? Naaah! I think Sprite is overdoing what began as
a good brand property. The Obese Boy-Slim Boy gag has run out of steam. Taking them out of
the concrete jungles and flying them into real ones makes little difference. As the joke is the
same, the plot is the same, the boys are the same, I think the ad agency in this case has gone
lazy, and is perhaps not accepting that all good things come with an expiry date. And what is
now needed is a totally new idea, even if it’s still embedded in the ‘Seedhi Baat No Bakwaas’
shell. And they need to do it fast before the brand tires out in the consumers’ minds.
Hopefully, at their next meeting, if the ad agency guys again land up with another boy gag, the
client will say to them: “Seedhi Baat No Bakwaas. Clear hai?”
Punch line - The punch line used for this ad was also “Seedhi Baat No Bakwaas. Clear hai?”
 BRAND AMBASSADORS- there were no celebrities used for this advertisement as brand
ambassadors.
➢ The second advertisement of ‘Seedhi Baat No Bakwaas’ campaign
Theme -The communication takes forward the theme of youth continuously looking for smarter
ways to move up the ladder and seeking to take easier and uncomplicated routes to attain their
goal.
Content of the ad- showed a South Indian wedding set-up, has a Sprite and a non-Sprite person
interested in the same girl. The latter finds an indirect of winning the girl's heart – through her
parents. He begins to serve 'sambhar' to the family members one by one. In the meantime, the
Sprite drinker makes it directly to the girl and takes the seat right next to her. To make things
worse, while the non-Sprite friend sweetly offers 'sambhar' to the girl, she shatters his heart by
addressing him as her younger brother.
Punch line- the punch line for this ad was same as that of the previously discussed two ads. The
punch line used for this ad was also “Seedhi Baat No Bakwaas. Clear hai?”.
BRAND AMBASSADORS- there were no celebrities used for this advertisement as brand
ambassadors.
➢ The third advertisement under ‘Seedhi Baat No Bakwaas’ campaign was the
advertisement featuring the players of Kolkata Knightriders. Brand Sprite, as an associate
sponsor and official pouring partner of the Kolkata Knight Riders (KKR), announced the launch
of its new communication initiative for the second season of the Indian Premier League. As part
of Sprite’s 360 degree communication plans, Shahrukh Khan, owner Kolkata Knight Riders,
Saurav Ganguly, captain KKR and other members of the team, including Murali Karthik and
Ajit Agarkar, would feature in a new campaign to be aired during the IPL. The latest
communication further advances on Sprite’s no-nonsense, honest and cut-through attitude and
complements KKR’s competitive spirit and official theme, “Korbo, Lorbo, Jeetbo Re”.

Theme - The communication takes forward the theme of sports lovers continuously looking for
smarter ways to move up the ladder and seeking to take easier and uncomplicated routes to
attain their goal.
BRAND AMBASSADORS- Shahrukh Khan, Saurav Ganguly, captain KKR and other
members of the team, including Murali Karthik and Ajit Agarkar.
➢ The fourth advertisement under ‘Seedhi Baat No Bakwaas’ campaign was to push
the new 1.25 litre pack of its clear lime drink, Sprite.Based on the creative concept, ‘Fridge
mein jayega bade kaam ayega’, the O&M Delhi-created communication promotes the new
packaging as an ideal ‘fridge pack’ as it can fit into any average size refrigerator and thus, is an
ideal one occasion consumption drink for 4-5 people.
Leveraging the Digital platform- Leveraging the online platform, Sprite will also launch an
exciting consumer contest on In.Com, a day prior to the Online Premier of the communication
for its innovative 1.25 liter Fridge Pack. As part of the communication, Consumers get an
opportunity to predict the entire plot of the communication just by viewing the TVC for the
initial 8 seconds. The consumers are expected to predict the way forward for the protagonist
who uses a Fridge Pack to find a way for his dinner. 6 lucky consumers selected from a
computer generated lucky draw with the correct answers win Nokia Multimedia Phones.
Theme -The communication takes forward the theme of youth continuously looking for smarter
ways to move up the ladder and seeking to take easier and uncomplicated routes to attain their
goal.
Content of the ad- The TVC depicts four youngsters who are staying together in a typical
bachelors’ pad. These youngsters have nothing but a Sprite Fridge Pack in the fridge and have
no idea what they are going to do for dinner. The plot unfurls when the protagonist, armed with
the Sprite Fridge Pack at home, uses his quick wit to convince their neighbour to cook them a
meal.
BRAND AMBASSADORS- there were no celebrities used for this advertisement as brand
ambassadors.
1. ‘THE SPARK’ CAMPAIGN
‘The Spark’ Enables Teens Worldwide to Create Mini-Movies Using Digital Video Content and
Remix Music from Hip-Hop Star Drake.
New Campaign to be showcased at NBA All-Star 2010; Drake to Perform Ad Soundtrack and
Commercial to Air during Game Telecast.
Sprite is giving teens a platform to express their creativity through music and film in the brand‘s
first-ever global integrated marketing campaign, The Spark. Innovative TV commercials, an
online interactive music mixer featuring content from GRAMMY® nominee Drake and a digital
film mixer willinspire and enable teens to spark fresh thinking and display their originality.
Worldwide, additional artists will be showcased through The Spark campaign, including film,
commercial and music video director Rik Cordero and four-time World Music Award winner,
Jay Chou, in China.

The Spark takes its name from Sprite‘s newly updated Spark logo, which captures the lemon-
lime sparkling beverage‘s unique ability to refresh and invigorate. The campaign will launch in
markets around the world in 2010 and across 4continents including Europe, North America,
Africa and Asia. North America will lead the global launch with a campaign that embodies the
essence of The Spark.
The Spark campaign is a fully integrated marketing effort that includes TV, out-of-home, digital
and mobile applications.

➢ Drake“Unleashed”

Theme - The communication takes forward the theme of youth who are music lovers and also
the sports lovers as the ad was to aired during the NBA matches.
Content of the ad- The first TV commercial for The Spark, titled “Unleashed,” features
celebrated hiphop artist Drake struggling to find inspiration in the studio while recording his hit
song “Forever.” Drake drinks a Sprite, helping unleash his lyrical prowess.
The commercial – produced in 30- and 60-seconds versions– is airing in cinema and made its
TV debut during the pregame telecast of Super Bowl XLIV. A behind-the-scenes video,
available online, will give music fans a peek into the making of the commercial and showcase
the innovative technology used to create the Drake look-a-like animatronics model for the ad‘s
unusual special effects.
“The animatronics model is cool because it‘s an exploded version of me that shows all the
components of who I am and the things that inspire my music. After I drink a Sprite, the model
reassembles, leaving me completely focused to deliver the perfect take,”said Drake. “The Sprite
ad ‘Unleashed’ gives a behind-the-scenes view of my process of recording a song in-studio.”
The Spark will reach people through two stages – one focused on music and a second on film.
The Sprite Spark Music Project
The Sprite Spark Music Project, due to launch in the US in March, is an online mixing tool that
will enable people to make their own tunes using stems from Drake‘s music and remixing them
with music from emerging artists around the world. Fans can share their creations with friends,
rate other fan remixes, and even save their favorites as mobile ring tones.
The Sprite Spark Film Project
The second stage of the campaign, the Sprite Spark Film Project is due to launch in April and
provides people with the tools and content to edit their own 45-second animated films.The user
calls the shots, deciding on the setting, the characters, the plot,and the ending. The result is a
mini-movie in an animation style that‘s engaging, modern and cinematic.
BRAND AMBASSADORS- GRAMMY nominee ‘Drake’ has been used in this ad as the
brand ambassador of the company.
So, these were the advertisements launched by Sprite in last 2 years. The comparison has been
done between these advertisements on the basis of theme, content, brand ambassadors and punch
line.
REFERENCES –
http://great-ads.blogspot.com/.../sprite-unleashed-new-ad-campaign-to.html
http://blog.converget.com/.../sprite-launches-the-spark-its-first-global-ad-campaign/
http://adage.com/article?article_id=142073
http://www.allbusiness.com/retail-trade/food-stores/4489262-1.html
http://www.afaqs.com/news/story.html?sid=23403
http://ibnlive.in.com/news/coca-cola-incom-launch-interactive-sprite-campaign/98860-7.html
www.sportzpower.com/?q=content/seedhi-baat-no-bakwaas-clear..
www.moneylife.in/article/71/5241.html
www.afaqs.com/news/story.html?sid=23390
www.campaignindia.in/.../226793,sprite-pushes-fridge-pack-in-new-360-degree-campaign.aspx
http://www.televisionpoint.com/news2009/newsfullstory.php?id=1249651751
http://en.wikipedia.org/wiki/Sprite_%28soft_drink%29
http://www.mouthshut.com/review/Sprite-I-don-t-want-to-do-commercial-ounmnmoms-1
http://trak.in/tags/business/2009/09/02/sprite-dilute-usp-new-fridge-pack-advertisement/
www.scribd.com/doc/37047054/Mountain-Dew-vs-Sprite