Sprite | AMC Studio Pte Ltd

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Sprite


TVC

This is a brand that needs to be smart about investment. … It’s not necessarily about absolute figures, it’s about where we connect and how we connect, We’re looking at social and digital and what those platforms provide and extracting that. Superfans begin to advocate on behalf of the brand. There are so many brands that have done it without substantial investments in measured media.”

Sprite, which controls 66% of the lemon-lime category, is the sixth-largest soft drink brand in the country, with a 5.7 share. Volume declined 1% last year, according to Beverage Digest. Volume is down 2.8% through mid-September.

Sprite deserves more focus and resources than it’s received in recent years, the carbonated soft drink category is not going to grow anytime soon, but Sprite is a brand that can and should outperform the category because Sprite is clear and lightly flavored, it works well with a variety of sweeteners — a plus in a category that is trying to both cut calories and attract consumers with natural sweeteners.

 

 

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