Brand personality

Presented bySuma Lima

BBA 5th Semester

History

• Originated in Germany as Fanta Klare Zitrone ( “ clear lemon Fanta” )

• introduced in USA in 1961 to compete against 7-up. Today it is sold in 190 countries.

• Created by the coca-cola company the product was introduced as “ lithiated lemon” in 1929, being renamed to sprite in 1961.

• Entered market in 1999 ; 2009 till now at 2nd position.

Product Related Attributes

• Sprite is a transparent, lemon-lime flavored caffeine free soft drink.

• Crisp, clean taste that really quenches your thirst

• Sprite has an honest, straightforward attitude that sets it apart from other soft drinks

• 100% natural flavors

Continued…

• There are 140 calories in a 1 can serving of Sprite.

• Calorie breakdown: 0% fat, 100% carbs, 0% protein.

• Helps digestion as per popular belief• Ingredients include carbonated water, citric

acid, sugar, and sodium citrate. It also contains flavoring and sodium benzoate.

Tagline

• The brand was launched in India in 1999 with the tagline, 'Sprite Bujhaye Only Pyaas, Baki All Bakwaas', positioning itself as a no-nonsense brand and basic thirst quencher. The TV commercial featured Lisa Ray bathing in Sprite.

• Since then, it has continued with the same positioning, though it changed its tagline to 'No Gyan’ - Only Sprite in 2004. A few years later, it changed it again to 'Seedhi Baat, No Bakwaas, Clear Hai!' in 2008, which apparently worked well for the brand till now.

STP

• Segment : for all people seeking a soft drink• Target group : all age groups, lower, middle

and upper class people.• Positioning : authentic, edgy, irrelevant, urban

and straight forward style soft drink

competitors

• 7-up• Mountain dew

campaign

•Billboards•TV•Radio•Social Media•Posters

Coca-Cola India is also promoting the brand through the Sprite Gully Cricket programme, which too has been redesigned with new rules and regulations.

Brand value and self image..

• Brand sprite is all about having a refreshingly honest and irreverent perspective on life.

• Connects with youth of today by engaging them in a simple honest and straightforward manner.

• Sprite has been known as a beverage which refreshes mind and body.

• “First drink, then think”, consumers were told 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”.

• Ideal social self image – the brand has made use of technology that the young generations has adopted like – sprite’s fan page on Facebook.

ImagerySprite Personified…

Head-strong teenager!•Young-adult• vella -idle•Student•Sexy•Casual•Cool• Music

CEO of an oil company….•Middle aged•Corporate personality•Good looking•Outgoing•Sporty•Mid-life crisis!

Associations…