SPRITE

The Sprite Boy!!

•Used to show the fizziness of drink

•Launched for communicating the abbreviation that “COKE” means Coca-cola only!

•“Sprite” name was used keeping in view the success of this Sprite Boy!

Why it became a huge success

Need

• Need for a clear drink not dark one

•A drink that suits to taste even when its not cold

Communication and positioning

• excellent communication of its positioning using humor to create attention

• persistent in its communication of being

Question 2 : Use of pictorial cuesDue to attribute

commonality need of differentiation arises, which focuses on symbolism and

imagery

Humor as a communication tool to draw more attention

and retention

It also used some of controversial tools to draw

attention of its target segment i.e. youth.

Pepsi Spoof!!

Question 3

•One self

•Honest

•Straight Forward

• Simple ( No-nonsense)

“ When difference can’t be created by product then it brand symbolism holds some promise”

Marketers look for

Customer Resonance

Competitive Differentiation

•Joyous•Free

spirited•Fun

character

Pepsi, Coke

•Daring•Witting•Live

the present moment with full enjoyment

Thums Up, Mountain dew

•Jester character( daring , witty , live the present moment , you live only once)

7Up, Sprite

•Sensuality

•Glamour

•Temptation

Mazaa, Slice