Sprite Launches The ‘University Of Freshology’ With A New Tagline in India

Posted: March 1, 2011 in Brand management

Coca-Cola’s Sprite is launching a new advertising campaign in India, where the brand holds the second position in the list of soft drink brands. The makers of Sprite have come up with a new tagline of the marketing push in place of ‘Seedhi baat, no bakwaas’, which served the brand well for years. The tagline, which aims at younger consumers, say ‘First drink, then think. Sprite — University of Freshology.’ In addition to a series of 6 TV commercials, the iconic lemon-lime based soda, launched in 1999 across the country, will be promoted through social media platforms and the brand’s website — www.sprite.in.

The new campaign, which was designed by Ogilvy India, is dedicated to young people who know how to get out of sticky situations. The brand is giving its consumers a chance to tap into the creative process as well as a chance to win a mobile phone by making up ‘smart cut’ endings for three unfinished TVCs — the submissions are accepted through March 15 by the ‘University of Freshology’ located on Sprite’s fan page on Facebook. Also, the brand is asking its creative funs a bunch of delicate questions (like “What would you say if your partner asked you ‘Honey, am I looking fat?’”) to encourage them to give some smart answers. Entrants with the best replies are determined as the winners every hour on a daily basis until March 15 and they win one of the eight collectible limited edition tees.

Ajay Gahlaut, executive creative director, Delhi, Ogilvy India, comments, “Sprite has been known as a beverage which refreshes mind and body and we were asked to bring the brand back to the consumer in a new avatar for the forthcoming summer. The difficult part of the process was that Sprite already has a history and was working well in India. Therefore, we came up with the tagline, ‘First drink, then think’. Once again, we told the consumers that Sprite is not a magic potion and drinking the beverage will not bring any drastic change. One should rather use his or her mind.”

In one of the advertisements, a dating couple is seated outdoors, by the steps. The boy makes the fatal mistake of ogling at girls who are passing by, thus upsetting his partner. However, a ‘University of Freshology’ professor arrives on the scene and urges the boy to first drink Sprite and then think. Refreshed, the boy now gets smart. He ogles at the girls while dissing their sense of dressing. This pleases the girl friend who also joins in the fun.

In another commercial pretty much the reverse scenario plays out. Here a couple is seated in a
cafeteria. The very talkative girl seems to be boring the hell out of her boyfriend by recounting inane tales of her girl friends. Pakaaoed, the boy has no idea how to get out of this one. The ‘University of Freshology’ professor encourages him to drink Sprite. Suddenly, the hero now wants to know more about the girls, even wants to meet them. Frightened, the blabbering girl friend quits her blabber.

The brand’s tagline in India has been changed three times since the beverage arrived in the country 12 years ago — first in 2004, then in 2008 and now. Although they have lost the kick arse attitude of the earlier campaign, there is no doubt that ‘University of Freshology’ idea creates a fun for Young India, who will enjoy this sort of advertising. “We have had a good run with our old tagline, ‘Seedhi Baat, No Bakwaas, Clear Hai!’, so far. Since the last two years—almost 10 years after it was launched—Sprite was successful in turning into one of the leading brands. Therefore, we thought that the time is apt now to move to the next level, where the brand should behave and talk like a leader to its consumers.” says  Srinivas Murthy, Director of Marketing (flavours) from Coca-Cola India.

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