1. History….
• Originated in Germany as Fanta Klare Zitrone ("Clear
Lemon Fanta")
• Introduced to the US in 1961 to compete against 7-UP
• Created by the Coca-Cola Company
• Sprite is the world's leading lemon-lime flavored soft
drink.
• Ranks as the No. 3 soft drink worldwide
2. History….
• Sold in more than 190 countries.
• Number 2 Global brand for TCCC
• It sold half a billion cases in the U.S. last year
• Sprite was introduced in Pakistan in 1972
• By the 1980s Sprite had begun to have a large following
among teenagers
• To this date the brand is popular among youngsters
• Ranks no.2 after 7up in lemon-lime fizzy drinks category
in Pakistan!
3. Product Related Attributes
• Sprite is a colorless, lemon-lime flavored soft drink
• Crisp, clean taste that really quenches your thirst
• Sprite has an honest, straightforward attitude that
sets it apart from other soft drinks
• 100% natural flavors
• No caffeine
4. Product Related Attributes
• There are 140 calories in a 1
can serving of Sprite.
• Calorie breakdown: 0% fat,
100% carbs, 0% protein.
• Helps digestion as per popular
belief
• Ingredients include
carbonated water, citric acid,
sugar, and sodium citrate. It
also contains flavoring and
sodium benzoate.
8. Pricing
• 250 ML Can Rs.25
• 330 ML Can Rs.35
• 500 ML PET Rs.35
• 1 L PET Rs. 55
• 1.5 L PET Rs. 85
• 2.25 L PET Rs. 100
Distribution
Available at three channels:
• Traditional Trade – Which includes Beverage Vendors, Grocery Stores and
Bakeries
• Modern Trade – Includes Hyper Markets, Super Markets, Petro Marts and Mini
Marts
• On Premise – Local Food Stand, Conventional Restaurants, Fine Dining
Restaurants etc.
• Aim to cover different SECs through
different price touch points
• Usage based packages: entry,
frequency, upsize, upscale
9. Colors
• Green
• white
food
• Fast food
• Desi Food
youth
• Sprite nights
• Cricket
• Music/friends
Ads
• Sprite ka Tadka
• University of
freshology
Product
attributes
• More fizz
• Thirst quencher
• Strong taste
Brand
Personality
• Comparison tasks
• Personification
Customer Knowledge and Mind Map
11. • Unaided Recall-85%
• Recognition-75%
• Breadth-high!
Eating, Parties, Travelling, Movies
Studying, Shopping, Weddings….
Refreshing Fizzy Strong flavor
Good After
Taste
Spicy food
buddy
Helps Digestion
Performance
Quality -High
Price -Fair
Packaging 80% people had issues!
•Introduce buddy pack -said 30%
•Innovate bottle design -said 30%
•Innovate logo - said 20%
80% people said same or better Taste
than 7up!
Other Attributes at par with 7up!
Salience
Testing Brand Equity through the CBBE Model!
14. Resonance
once a
month
35%
once a
week
29%
daily
4%
hardly
32%
How often do you
consume sprite?
•Will you go to the next store for
sprite? No!
•Interested in sprite branded
merchandise-only 21%
•Experienced Sprite Nights-only 17%
•Been a part of conversation with
friends? Yes!
15. What about
you and Sprite?
Not very Sure!
What about Sprite?
Its Young, Fun and
Exciting
What is Sprite?
A youthful and refreshing fizzy
drink
Who is Sprite?
A lemon-lime thirst quencher
16. Identified Sources of BESprite
•Ads and Imagery
•Association with Desi food
•Association with Youth
•Sprite’s Colors
•Thirst Quenching Attribute
•Refreshing
•Taste-stronger + fizzier
•The Coca-Cola Company
Association
•Digestion Benefits
•Healthier than colored drinks
•Range of usage situations
7Up
• Food
• Youth
• Colors
• Digestion
• Thirst
• Refreshment
• Pepsi
• Fizz
• Fido
• Cooler bottle
17. What will make us stand out?
Points of parity must be achieved to compete in any industry
specially the beverage industry where its mostly about
achieving parity and any points of differences are an X factor.
• POP
Taste, Refreshing, Fizzy, Strong flavor, Good after taste, Spicy
food buddy, Helps in digestion, Quality and Price.
• POD
For 7up: Fido Dido!
7up’s mascot enhances its brand recognition while Sprite
doesn’t have one.
FOR Sprite: Cultural Branding campaign like Man ki Maan
and Sprite Nights.
Potentianl POD: Packaging and color scheme
18. Research findings..
• Perceived Image
Not considered a youth brand but when it comes to the lemon
lime category only, Sprite is perceived as more youthful
compared to 7up.
Top of mind for youngsters is majorly Coke/Pepsi
white drinks and diet drinks associated more with older people
• Blind test
Before test: 50/50 preference
After blind test: Majority (65% of the sample) liked 7up’s taste
but claimed that was sprite.
Interpretation: Blind test results clearly demonstrate that sprite
has a better brand equity compared to 7up owing not to its
better taste but better branding.
19. BUT….
Sprite has attempted to do cultural branding (which is its POD) but
while sprite ka tadka (food/desi food) and sprite nights (late night
hangout with friends) have been picked up by people, man ki maan
campaign is not very popular though it’s was a very innovative idea.
HENCE..
Despite having better advertisements and hence Brand
Equity, Sprite’s advertisements haven't been very successful in
terms of recall which may be attributed to:
• Either confusion between Sprite and 7up campaigns because of
overlapping associations
• Or 7up leveraging off sprites campaigns due to this confusion- 7up
campaigns where clearly identified as 7up’s but sprite’s were
confused-could be due to more 7up airtime as well
20. Recommendations!
• Strong association with water sports can be taken a step further and
unique branding opportunities might be sought.
For example, branding in the water facility of the OASIS Resort
Lahore.
• Breadth shall be enhanced by promoting innovative ways of sprite
consumption through television advertisements, sponsored shows
and magazine ads.
• Improve Packaging: Introduce buddy packs, play around with the
bottle design and the color scheme
• Make packaging a POD; Differentiate from 7up
• Try and get a cooler yet different (from Fido), very different mascot
• Revamp the logo to give it a more contemporary
look.
• Co Branding: Sprite Nights and Nike!
