Sprite is a lemon-lime flavored soft drink created by The Coca-Cola Company. It originated in Germany in the 1920s and was introduced in the US in 1961 to compete with 7-Up. Sprite contains carbonated water, citric acid, sugar, and sodium citrate and has 140 calories per can. It is caffeine-free and known for its crisp, clean taste. Sprite's brand personality is portrayed as honest, straightforward, and refreshing without pretension. In India, Sprite's taglines have focused on being a basic thirst quencher without unnecessary additions. It targets all age groups and socioeconomic classes and positions itself as an authentic soft drink.

1. Brand personality
Presented by
Suma Lima
BBA 5th Semester

2. History
• Originated in Germany as Fanta Klare Zitrone (
“ clear lemon Fanta” )
• introduced in USA in 1961 to compete against
7-up. Today it is sold in 190 countries.
• Created by the coca-cola company the product
was introduced as “ lithiated lemon” in 1929,
being renamed to sprite in 1961.
• Entered market in 1999 ; 2009 till now at 2nd
position.

3. Product Related Attributes
• Sprite is a transparent, lemon-lime
flavored caffeine free 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

4. Continued…
• 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.

5. Tagline
• The brand was launched in India in 1999 with the
tagline, 'Sprite Bujhaye Only Pyaas, Baki All
Bakwaas', positioning itself as a no-nonsense
brand and basic thirst quencher. The TV
commercial featured Lisa Ray bathing in Sprite.
• Since then, it has continued with the same
positioning, though it changed its tagline to 'No
Gyan’ - Only Sprite in 2004. A few years later, it
changed it again to 'Seedhi Baat, No Bakwaas,
Clear Hai!' in 2008, which apparently worked well
for the brand till now.

10. STP
• Segment : for all people seeking a soft drink
• Target group : all age groups, lower, middle
and upper class people.
• Positioning : authentic, edgy, irrelevant, urban
and straight forward style soft drink

11. competitors
• 7-up
• Mountain dew

12. campaign
• Billboards
• TV
• Radio
• Social Media
• Posters

14. Coca-Cola India is also promoting the brand through the
Sprite Gully Cricket programme, which too has been
redesigned with new rules and regulations.

16. Brand value and self image..
• Brand sprite is all about having a refreshingly honest and
irreverent perspective on life.
• Connects with youth of today by engaging them in a simple
honest and straightforward manner.
• Sprite has been known as a beverage which refreshes mind
and body.
• “First drink, then think”, consumers were told that sprite is
not a magic potion and drinking the beverage will not bring
any drastic change. “One should rather use his or her
mind”.
• Ideal social self image – the brand has made use of
technology that the young generations has adopted like –
sprite’s fan page on Facebook.

17. Imagery
Sprite Personified…
Head-strong teenager!
•Young-adult
• vella -idle
•Student
•Sexy
•Casual
•Cool
• Music
CEO of an oil company….
•Middle aged
•Corporate personality
•Good looking
•Outgoing
•Sporty
•Mid-life crisis!
Associations…