Sprite marketing strategy

In 1985 Sprite decided to reposition as a better-tasting product. With the “I Like The Sprite in You” campaign featuring homemade videos by black youths in their late teens, Sprite overtook former leader 7-Up. Coca-Cola has been successful in such promotions because it spends a significant amount of money on ethnic consumer research.

Since 1994, Sprite has utilized the NBA property as the centerpiece of its fully integrated marketing strategy. They’ve woven he property into advertising, consumer promotions, packaging, publicity and special events The results have been startling:

Since the deal began, Sprite sales have grown at a pace that has far exceeded that of the soft drink category as whole for five straight years.

Sprite proved to have the fastest rising sales on the US soft drink market during 1997 and 1998. Sprite’s marketing strategy sought to get consumers – especially the youth market – to ignore image an “Obey their taste”. Whatever the medium, advertising for Coca-Cola has always reflected the mood and the look of the time.
Sprite marketing strategy

Coca-Cola and teenager

For coca-cola, global teenagers are very important target consumer group. What’s hot for them tends to change a lot and they are difficult to track.

In the year 2000, teens in the United States spent 89 billion on the latest trends in food and three billion dollars on soft drinks alone. Therefore, a large portion of advertising and promotional material of Coca-Cola is focused on teenagers.

Other studies also shown, that the red and white Coca-Cola label is recognized by up to 98 percent of teenagers around the world.

The studies show that those belonging to the ‘teen’ demographic want: to have fun, to customize products, to play games and to socialize. This information used by Coca-Cola’s marketers as they seek to find new ways of engaging teens in these specific areas.

This giant company aims to cultivate a youthful image by marketing a chill out zone in the local malls.

Coca-Cola Company wants to convince teens that shopping goes better with Coke. In 2003, the company opened a branded chill-out partner called Coca-Cola Read Lounge with shopping center partner Westfield Corporation.

Teenagers today may dye their hair and experiment with body piercing and tattoos. Athletes are an inspirational group for several markets agent. To appeal to the younger market, Coca-Cola signed basketball star LeBaron James to be the spokesman for its Sprite and PowerAde.

Coca-Cola assumed James would encourage consumers to drink Coke because they would like to identify with James.
Coca-Cola and teenager