Group 3:

Georgy Abraham 19PT2-11

Mayank Bhandari 19PT2-19
Rahul Sapra 19PT2-26
Abhay Jeet A19PT1-42
Ankit Sharma 19PT2-05
 History

● Sprite name originated from character named ‘Sprite boy’ created for coca cola

● Third most sold drink after Coke and Pepsi

● Launched in India in 1999

● Sold in over 188 countries

● Became one of the world's leading soft drink brands and also leading non-cola brand.
Brand personality: SPRITE
 Brand personality
Sincerity Brand spoke to legitimacy and integrity, encouraging consumers to trust their
instinct and in a sense, saying to teenages, “exercise your own judgement”

Truth Sprite is Edgy and has an authentic point of view

Taglines I like the sprite in you

“Taste is tingling tartness”
Obey your thirst
“Seedhi baat, no bakwaas, clear hai?!”
“Sprite bujhaye pyaas, Baaki all bakwaas”

Logo
Brand personality: All Soft Drinks
 Consumer Personality Traits Neo-Freudian
Personality Theory

Compliant Aggressive Detached

Individuals Individuals Individuals
Features & taglines

● Association with youth

● Transparent means Pure is belief

● Liked by consumers also for its unconventional and irreverent attitude

● Ad campaigns positioning mainly on the thirst quenching platform

Self Concept Framework
 Reasons for success

● Putting emphasis on ‘lemon’ flavour which is natural

● Refreshingly honest and irreverent perspective on life (casual - no-nonsense approach)

● Using catchy slogans like - “Seedhi baat, no bakwaas, clear hai?!”, “Sprite bujhaye pyaas, Baaki all
bakwaas”

● Association with the youth

● Campaigns are quite simple, honest and straightforward

● Clear drink & green bottle - perceived as healthier option