Image Analysis: Coca-Cola India’s Sprite has introduced interactive storytelling to engage with

consumers for its ‘Sprite vs Summer’ campaign.The campaign accentuates the brand’s evolution as
the ultimate refresher by emphasising its cut-through clarity, honesty and fun-loving way to look at
the simplicities of life. The film opens with two friends sitting on the steps outside a shop where the
protagonist is holding a bottle of Sprite, while his friend is fanning himself with a newspaper,
seeming to be restless and fed up with the heat. His friend then proposes for ideas to beat the
summer heat by going to an air-conditioned theatre to relax, travelling to a hill station to enjoy the
cool breeze or take a cold shower to refresh. The film progresses basis the selection made by the
viewers while watching it on digital platforms. The protagonist takes a swig of his Sprite, as all the
plans of the friend seem to fail. The friend ultimately realises that these brilliant ideas may or may
not work, but the one idea that will always work is a simple refreshing Sprite.
Market Strategy: Marketing Mix of Sprite analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the Sprite marketing strategy. The article elaborates the
pricing, advertising & distribution strategies used by the company.
Let us start the Sprite Marketing Mix:
Product:
The product strategy and mix in Sprite marketing strategy can be explained as follows:
Sprite was designed for the people who didn’t wanted to have a black coloured drink. This was also
designed to integrate the lemon flavour in the drink. This was a huge success as this was easily
differentiated from other drinks which was available in the market because of the colour and taste.
Sprite was marketed as a drink which is meant for the refreshment. The packaging was also done
keeping the refreshment in mind. The green colour packaging was done in order to have the view and
idea of refreshment. The taste was such that it picked up in the market as the people started them
using in mocktails and cocktails at a rapid rate. The rapid growth of Sprite saw a huge demand in the
market. The main aim was to compete with the 7up which was introduced by Pepsi. But the
marketing was done in such a way that the drink overcame its competitors and made a huge mark in
the market to establish itself as a brand itself. There are a lot of variants of Sprite which was
introduced, but the main product sustained itself in the test of time. This covers the products in the
Sprite marketing mix.
Price:
Below is the pricing strategy in Sprite marketing strategy:
Sprite is a competitive beverage considering so many players in the market. Because of several
players, the pricing strategy in the marketing mix of Sprite is primarily competitive pricing. They are
priced very competitively along with the other carbonated soft drinks. They are making sure that they
sustain themselves in the market. Now a days we find that the company has entered the competitive
market in a very serious manner. They are making the products priced with the other carbonated
drinks. They are available at various shapes of the bottle and they are priced accordingly. We find
that they are priced according to the quantity which is supplied. The main competition of sprite is the
brand 7up. Thus they are pricing the product at the rate that they can eat away the competitor, also
they are targeting the other refreshment drinks. Various size of the bottles are priced at various
rates. The smaller bottles are priced at a lower rate and the pet bottles are charged a bit. Then
comes the bigger bottles of 2lts which are priced the highest.
Place:
Following is the distribution strategy of Sprite:
Sprite is available all over the world. The brand is famous and is eating away a lot of market shares
of the other soft drinks. They are supplying to over 200 countries all over the world. This is the
leading lime flavoured drink in the world. Sprite is a part of coco-cola and the distribution channel of
coke is also used for the distribution. This is a huge supplying chain. They make sure that their
products reaches all the kind of customers and they are readily available all over the market. The
distribution channel is through the usual channel of the fmcg products. We find that the company
has many areas from which it can supply its products. The company supply its products through the
normal stores, retail stores, supermarkets, online also. The products are making it count in the world
market.
Promotion:
The promotional and advertising strategy in the Sprite marketing strategy is as follows:
Sprite being a Coca Cola brand focuses heavily on advertising. The Sprite marketing mix promotional
strategy is using various media forms and aggressively promoting the brand, especially to the youth.
The company believes in the promotion to a strong extent. They are mainly focused in the promotion
activity of the company. They are making sure that the company reaches to almost all the people all
over the world. They uses all the channels like newspaper, radio, television, hoarding, net, etc. The
company makes sure that the product reaches to almost all the customers. Thus they make sure
that they have a brand which people can easily differentiate from the others. They are very hard when
it comes to making the promotion in the form of packaging and the way they place their product.
They always try to make the product appear as a refreshment drink, which is depicted by the kind of
packaging which is a green label. Hence, this concludes the Sprite marketing mix.

Punch-Line: Obey Your Thirst

Message: Since the late 1980s, the Sprite brand has intermingled heavily with hip-hop culture.
They positioned their brand and slogan “Obey Your Thirst” in such a way that drinking a Sprite
isn’t only about quenching your thirst – it’s about being true to yourself and expressing yourself,
just like so many do with hip-hop. The Sprite drink and brand have come to represent youth
and the “cool” factor – drinking a Sprite is a fresh expression of your individuality.