Fans around the world recognize the little yellow and white ghost as the symbol of Snapchat. It was only a matter of time before brands like Sprite would use the still-emerging technology to give consumers 10-second increments of undiscovered content.
Sprite Brazil, in conjunction with CuboCC agency, recently created the “RFRSH” platform which prints surprising and unique Snapcodes on cans. The platform turns each Sprite can into a contact point for consumers.
When consumers scan the Snapcode with the Snapchat app, they gain exclusive access to daily content. Sprite has also asked Brazilian influencers to share their accounts on the cans and create content for Generation Z.
"The challenge was to use the package in a way that was relevant to our target audience instead of trying to use it from a traditional advertising perspective," says Marcelo Pascoa, Coca-Cola Brazil's director of Creative Excellence.
In addition to getting exclusive content, consumers are asked to send their own Snapcode for a chance to be featured on a Sprite can. Those interested have the opportunity to send their codes through Nov. 27. Six accounts will be chosen then and will begin to be stamped on cans of Sprite at the beginning of the new year.
Sprite Brazil has always sought a different way to bring the concept of freshness to its consumers, says Beatriz Bottesi, marketing director.
"The very term 'Refresh' is very common in the digital world, and the target audience of Sprite usually uses it several times a day. So, we chose this shortening way, which brings to the action freshness and avant-garde, values already present in the brand of a drink connected with the trends of urban culture," she adds.