With Gen Z literately living in a more heated world than ever, lemon-lime soda drink Sprite is sending out a message encouraging consumers to 'stay cool' in tension-driven or physically heated moments.
|Sprite launched its campaign through various actives including the event at Ho Chi Minh City’s Aeon Mall Tan Phu on March 11, 2023 |
The campaign’s narration underlines the intensely fizzy and refreshing taste of the product, and aims to wow the audience and their taste buds. The intense carbonation and thirst-quenching qualities are emphasised through the bubbles and condensation of ingredients while lemon-lime visual and audio cues of the ice clinking, the sound of a can opening, and the bubbles fizzing in its campaign will be part of the campaign.
“Through multi-channel and sensorial experiences, what we want is to show – not just tell people why Sprite has that irresistible taste," said Le Trung Tin, Sprite’s Vietnam marketing manager, adding activities will be rolled out throughout the year.
|Sprite's immersion marketing approach materialised at an event in Ho Chi Minh City in March 2023 |
As part of the campaign, the event “Sprite - Extremely Cool” was held at Ho Chi Minh City’s Aeon Mall Tan Phu on the second weekend of this month to give consumers a multisensorial experience. Thousands of people immersed themselves in the green space of Sprite’s “studio” and experienced 360-degree video recording with ice-cold Sprite cans.
Event participants also stimulated all senses when participating in the HOT 100 Degree arena, tested their composure to “stay cool” before challenging games, and watched performances by singer MONO. During the event, everyone could try the fizzy drink at the Instant Cooling Station while saving memorable moments with their friends at the check-in photo area.
Under the beverage portfolio of Coca-Cola Vietnam, Sprite shares the group’s distribution network of 1.2 million retail partners nationwide.
Coca-Cola Vietnam’s manufacturing facilities are in Ho Chi Minh, Danang, and Hanoi. It employs around 2,000 people directly, while creating tens of thousands of jobs indirectly throughout the company’s value chain.
| ||Careful consideration required for sugary drink tax |
In addition to increasing the excise tax on beer, wine, and tobacco, the Ministry of Finance has once again proposed to put sugary drinks into taxable status. Adam Sitkoff, executive director of the American Chamber of Commerce in Hanoi, spoke to VIR’s Nguyen Thu about the latest proposal.
| ||Beverage leaders plead for excise tax postponement |
Key industry players are calling for the delay of increased taxes on alcohol and sugary drinks to support business recovery and ensure they do not undermine economic growth.
By Mai An