Think of the last time you had to wait in a seemingly endless line, lost your Wi-Fi connection during a key scene in your favorite show, or took a chance on that extra-spicy dish.
Did you surrender to the heat, or keep your cool?
In a world that’s more heated than ever, Sprite is offering a light-hearted reminder to stay cool in its first-ever global platform launching this week. “Heat Happens” invites fans to step back and enjoy a hit of refreshment with Sprite when faced with unavoidable, and potentially annoying, moments that are part of the fabric of daily life.
Influencer engagement, topical social media activation, out-of-home, films and other creative executions will offer humorous-yet-authentic takes on how innocent conversations and innocuous scenarios can escalate quickly. The “Heat Hacks” on-pack reward program enables fans to scan a code for ways to beat the heat of everyday life, whether at home or on the go. “Heat Happens” will roll out in 2022 across North America, Greater China, India, Africa, Europe, A-South Pacific, Korea, the Middle East and Latin America.
“In a world more heated than ever before, we feel the time has come to launch the first unified platform and visual identity on Sprite, to provide a consistent consumer experience around the world, introduce a new younger audience to the brand, engaging them in moments of physical or mental heat throughout their day, and offer them exciting experiences by tapping into passion points like music,” Dasani added.
The brand also is introducing a new visual identity featuring a revamped logo and packaging design to provide a consistent look and voice around the world. Sprite packaging graphics will retain their recognizable green hue, while a pared-back look for Sprite Zero Sugar—which is expanding in key markets including China and the United States—features a bold, black font and logo design. Prominent “Recycle Me” messaging supports Sprite’s commitment to sustainability, continuing its transition from green to clear (and easier to recycle) PET plastic.
“Heat Happens” signals the next creative chapter for The Coca-Cola Company’s second-largest brand, with more than $20 billion in global retail sales. The integrated campaign is the first global output of The Coca-Cola Company’s new networked marketing model with agency partner, WPP. From ideation through to creation and execution was managed in partnership with Open X.