Sprite – Seedhi Baat No Bakwaas

1. Kanishka Sahu
2. Manas Deka
3. Namrata Gunjikar
4. Pearlini Wathore
5. Sagar More
6. Savio D’Souza
7. Mihir Joshi
 Synopsis
• Market leader in non-cola carbonated drinks.
• Sprite has been able to create a strong and
compelling brand image.
• One of the most distinctive package in the
industry.
• One of the first to launch large scale and
massive internet advertisements to target
teen customers.
 Synopsis Contd.
• Sprite.com was launched especially for teens
to buy online without having a credit card.
• This enforced Sprite’s image as youthful &
keeping up with the times.
• Solgans – “Taste its tingling tartness”  “Obey
your thirst”  “Sprite bujhaye pyaas, baaki all
bakwaas”  “Seedhi baat, no bakwaas, Clear
hai?”
Question 1 – Real reason for success of
Sprite despite of presence of Coke &
Pepsi?
• Lime flavored and not typical cola.
• Distinctive packaging.
• Brand image – Impact on cognitive level.
Slogans bespoke of the core value of self-
reliance. Appeared relevant to anti-
establishment youth tastes.
• Sponsorship to sports, straightforwardness,
irreverent humor, honest attitude.
Question 2 – Best element(s) of Sprite
campaign strategy.
• Slogans
• Advertisement – It is advertised as
unconventional & slightly irreverent attitude.
• Appeals to people who show “need of
uniqueness” in their behavior, also, to Karen
Horney’s “Aggressive” personality group.
 Question 3 – Evident personality of
Sprite in the eyes of Indian youth?
• Unconventional
• Humorous
• Individualistic
• Freedom seeking
• Self-confident
• Casual but no nonsense
• Anti-establishment
Question 4 – Difference in personality
• Yes, there are different personalities attached
to a brand. Personalities attached to Coke,
Pepsi, Mirinda are different than which are
attached to Thums Up.
• Consumers relate their personality traits ith
product personality traits while purchasing.
Question 5 – Consumer self-image and
personality of different brands in India
• Need for uniqueness
• Achiever – Thums up
• Daring – Mountain Dew
• Sensation seeking – Maaza/Slice
• Variety seeking - Sprite
• Novelty seeking -