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OFFICIAL BRIEF

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 THE FEELING OF

IS OUR ENEMY

Gen Z is living in a world that’s more heated than ever before, physically and mentally,
and look for ways to cool down and clear their mind.

Sweaty/ Mental Spicy

Physical

it’s inevitable. it escalates quickly. STAY COOL

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 FUNCTIONAL BENEFIT
CUT-THROUGH REFRESHMENT THAT COOLS YOU DOWN
Great Crisp, Clear and Carbonated Natural Lemon Lime
taste

ROLE
SPRITE IS THE REFRESHING
ANTIDOTE TO HEAT THROUGH
OF EMOTIONAL BENEFIT

CLARITY IN THE HEAT OF THE MOMENT

BRAND

CULTURAL BENEFIT

KEEPING THE WORLD COOLER

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THE BRIEF

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Business objective
#REFRESH TO #RECRUIT
Increase consumer of Sprite across the
category buyers

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WHO INSPIRED THE BUSINESS CHALLENGE
TARGET AUDIENCE:

Gen Z live a life where Heat is everywhere: It is outside, it is inside, it is seasonal, it is mental, it is Spicy Food.

Be it their challenging professional routine or their difference in psychology and opinions, be it the constant
exhaustive hot weather or be it a time in their lives which is super stressful, heat is affecting these groups
everyday.

GET
Gen Z who are stressed and fatigued

TO
Realize Sprite helps them to tackle these heated situations better and keep themselves cool

BY
Showing them Sprite is more than just a lemon lime drink, but a holistic refresher that reduces/eliminates both
physical and mental heat.

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 9

IN A HEATED WORLD,
MUSIC IS ONE OF THE OUTLET FOR
GEN Z TO CLEAR THEIR MINDS

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In a world that’s more heated than ever before, music and the
culture around it are another refreshing outlet that helps Gen Z
stay cool. But not just any music. It’s the music from the
fearless artist or even from gen z consumers who take on the
heat through their creativity. Artists who have something to
say and inspire Gen Z through their fresh perspective. Creating
music that they love and speaks for them. Creating refreshing
moments of clarity.

WHEN HEAT HAPPENS, SPRITE AND MUSIC

WILL HELP GEN Z STAY COOL

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THE “COOL” TASK TO TEAM
Not only to deliver the Business Objective
but deliver it in an amazing cool way,
disruptively, following Brand Positioning.

Propose an integrated marketing

campaign to land MUSIC x SPRITE as Self
Expression execution idea in Vietnam
Market by not professional producing music
but about encouraging Gen Z to generate
their own content.

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DELIVERABLES
IMC Plan which shows:
- Strategy Approach
- Idea and insight
- Integrated activities when it comes to roll
out the Campaign
- How impactful campaign can contribute
to Brand and Gen Z community

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NOTE

BRAND CHARACTERISTIC BRAND COLOR

• COOL
• BOLD
• EDGY
• WITTY
• UNDERGROUND
• AUTHENTIC

BRAND LOGO

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