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This summer, Sprite, the number one lemon-lime soft drink in the United States, is hitting the streets in full force with an array of programs that include a new advertising campaign and the first packaging update since the early 90s.
Sprite's packaging graphics have been completely redesigned. The new packaging design features the familiar silver, green and blue colors, as well as the Sprite brand name and bubbles, but the updated imagery is enhanced by the inclusion of a new "S" brand icon that will be featured on all packaging and marketing elements.
Focusing on the brand's refreshing "Lymon" taste, Sprite's relaunch is being fueled by the Sprite "SubLYMONal" advertising campaign, which features commercials that are actually the opposite of subliminal advertising. Each spot begins with a voiceover that says, "Welcome to 'SubLYMONal' advertising. For best results, do not blink."
The commercials even indicate that they are "DVR Ready," tempting people to record and replay them to discover embedded content within. The Lymon-focused action in each ad is interrupted by flashing images and messages and each spot closes with the words, "SubLYMONal Message Complete" and the tagline "Obey." People will be able to find special codes embedded in the commercials that can be entered at the brand's new website, www.SubLYMONal.com, to unlock exclusive content.
"SubLYMONal is a totally integrated marketing message that focuses on Lymon, Sprite's proprietary lemon-lime flavor formula, which makes Sprite among the world's most thirst-quenching soft drinks," said Don King, Group Director, Sprite, Coca-Cola North America. "As a brand that focuses on young people, Sprite deserves arresting advertising that cuts through the monotony of ordinary commercials, and this multi-faceted campaign does just that. Because our new 'SubLYMONal' campaign overtly parodies the concept of subliminal advertising and acknowledges up front that the commercials contain hidden content, we are sure that people will want to interact with this advertising."
"Through the 'SubLYMONal' campaign we have created our own proprietary tongue-in-cheek science that is designed to insert Lymon into the brains of teen consumers," King added. "SubLYMONal still echoes the "trust your instincts" message of the "Obey Your Thirst" campaign, but it is focused on reminding people that Lymon tastes so good."
The brand relaunch begins today at Guastavino's in New York at the first Sprite Street Couture Showcase. The exclusive event features collections from five of fashion's top streetware designers, including Etnies, LRG, Rocawear, Triple Five Soul and WESC, as well as an influencer after party. For Sprite, the celebration reunites the brand with its roots in hip hop culture, which has evolved to urban street culture since the brand first embraced the fledgling movement in the early eighties, the company said.
The new advertising campaign, which features four 30-second television commercials, one 60-second cinema ad, and numerous print and outdoor executions, was created by Sprite's agency of record, Crispin Porter + Bogusky of Miami. Online elements, including the new website were developed by AKQA of San Francisco.