History….

• Originated in Germany as Fanta Klare Zitrone ("Clear Lemon Fanta")

• Introduced to the US in 1961 to compete against 7-UP

• Created by the Coca-Cola Company• Sprite is the world's leading lemon-lime flavored

soft drink.• Ranks as the No. 3 soft drink worldwide

History….• Sold in more than 190 countries.• Number 2 Global brand for TCCC• It sold half a billion cases in the U.S. last year• Sprite was introduced in Pakistan in 1972• By the 1980s Sprite had begun to have a large

following among teenagers• To this date the brand is popular among

youngsters• Ranks no.2 after 7up in lemon-lime fizzy drinks

category in Pakistan!

Product Related Attributes

• Sprite is a colorless, lemon-lime flavored 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• No caffeine

Product Related Attributes

• 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.

Product Organogram

Beverages

water Flavored

Milk Hot Beverages Juices Soft drinks

Cola Lemon-Lime

7UP60%

Sprite30%

Gourmet Cola10%

Orange

Communications

•Billboards•TV•Radio•Social Media•Posters

Pricing• 250 ML Can Rs.25• 330 ML Can Rs.35• 500 ML PET Rs.35• 1 L PET Rs. 55• 1.5 L PET Rs. 85• 2.25 L PET Rs. 100

Distribution

Available at three channels:• Traditional Trade – Which includes Beverage Vendors, Grocery Stores

and Bakeries• Modern Trade – Includes Hyper Markets, Super Markets, Petro Marts

and Mini Marts• On Premise – Local Food Stand, Conventional Restaurants, Fine Dining

Restaurants etc.

• Aim to cover different SECs through different price touch points

• Usage based packages: entry, frequency, upsize, upscale

Colors• Green

• white

food• Fast food

• Desi Food

youth

• Sprite nights• Cricket

• Music/friends

Ads

• Sprite ka Tadka

• University of freshology

Product attributes

• More fizz

• Thirst quencher

• Strong taste

Brand Personality

• Comparison tasks

• Personification

Customer Knowledge and Mind Map

Reasons

Coke not available

Digestion issues

Healthier than colas

Taste Occasion

RestaurantsShopping

Wedding parties

On campusTravelling

With Spicy food

Customer Knowledge and Mind Map

Doodh Soda Ice lollies Float

drinkFresh-lime

• Unaided Recall-85%• Recognition-75%• Breadth-high!

Eating, Parties, Travelling, MoviesStudying, Shopping, Weddings….

Refreshing Fizzy Strong flavor

Good After Taste

Spicy food buddy Helps Digestion

Performance

Quality -HighPrice -FairPackaging 80% people had issues!•Introduce buddy pack -said 30% •Innovate bottle design -said 30% •Innovate logo - said 20%

80% people said same or better Taste than 7up!

Other Attributes at par with 7up!

Salience

Testing Brand Equity through the CBBE Model!

Associations…

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

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

Imagery

Sprite Personified…

Judgments and Feelings

Sprite is?

If Sprite were a person it would be your?

Sprite makes you feel…

Resonance

once a month

35%

once a week29%

daily4%

hardly32%

How often do you consume sprite?

•Will you go to the next store for sprite? No!•Interested in sprite branded merchandise-only 21%•Experienced Sprite Nights-only 17%•Been a part of conversation with friends? Yes!

What about you and Sprite?

Not very Sure!

What about Sprite?Its Young, Fun and

Exciting

What is Sprite? A youthful and refreshing fizzy

drink

Who is Sprite?A lemon-lime thirst quencher

Identified Sources of BESp

rite

•Ads and Imagery•Association with Desi food•Association with Youth•Sprite’s Colors•Thirst Quenching Attribute•Refreshing•Taste-stronger + fizzier•The Coca-Cola Company Association•Digestion Benefits•Healthier than colored drinks•Range of usage situations

7 U

p • Food• Youth• Colors• Digestion• Thirst• Refreshment• Pepsi• Fizz• Fido• Cooler bottle

What will make us stand out?

Points of parity must be achieved to compete in any industry specially the beverage industry where its mostly about achieving parity and any points of differences are an X factor.

• POPTaste, Refreshing, Fizzy, Strong flavor, Good after taste, Spicy food buddy, Helps in digestion, Quality and Price.

• POD For 7up: Fido Dido!

7up’s mascot enhances its brand recognition while Sprite doesn’t have one.

FOR Sprite: Cultural Branding campaign like Man ki Maan and Sprite Nights.

Potentianl POD: Packaging and color scheme

Research findings..• Perceived Image Not considered a youth brand but when it comes to the lemon

lime category only, Sprite is perceived as more youthful compared to 7up.

Top of mind for youngsters is majorly Coke/Pepsi white drinks and diet drinks associated more with older people

• Blind testBefore test: 50/50 preferenceAfter blind test: Majority (65% of the sample) liked 7up’s taste but claimed that was sprite.Interpretation: Blind test results clearly demonstrate that sprite has a better brand equity compared to 7up owing not to its better taste but better branding.

BUT….

Sprite has attempted to do cultural branding (which is its POD) but while sprite ka tadka (food/desi food) and sprite nights (late night hangout with friends) have been picked up by people, man ki maan campaign is not very popular though it’s was a very innovative idea.

HENCE..

Despite having better advertisements and hence Brand Equity, Sprite’s advertisements haven't been very successful in terms of recall which may be attributed to:

• Either confusion between Sprite and 7up campaigns because of overlapping associations

• Or 7up leveraging off sprites campaigns due to this confusion- 7up campaigns where clearly identified as 7up’s but sprite’s were confused-could be due to more 7up airtime as well

Recommendations!• Strong association with water sports can be taken a step further

and unique branding opportunities might be sought. For example, branding in the water facility of the OASIS Resort

Lahore.• Breadth shall be enhanced by promoting innovative ways of sprite

consumption through television advertisements, sponsored shows and magazine ads.

• Improve Packaging: Introduce buddy packs, play around with the bottle design and the color scheme

• Make packaging a POD; Differentiate from 7up• Try and get a cooler yet different (from Fido), very different mascot• Revamp the logo to give it a more contemporary

look.• Co Branding: Sprite Nights and Nike!