The Sprite Boy was originally used to represent the fizziness of Sprite soft drinks. It helped communicate that "COKE" referred only to Coca-Cola products. The success of the Sprite Boy mascot led to the drink being named "Sprite." Sprite differentiated itself through humor and attention-grabbing communication strategies. It portrayed an upbeat, carefree personality positioned as a refreshing drink suitable for all temperatures. When product differences are difficult to create, brands must rely on memorable symbols and imagery to resonate with customers and distinguish themselves competitively. Sprite's mascot and messaging focused on drawing attention and retention through lightheartedness.

1. SPRITE

2. The Sprite Boy!!
•Used to show the fizziness of drink
•Launched for communicating the
abbreviation that “COKE” means
Coca-cola only!
•“Sprite” name was used keeping in
view the success of this Sprite Boy!

3. Why it became a huge success
Need
• Need for a clear
drink not dark one
•A drink that suits to
taste even when its
not cold
Communication and positioning
• excellent communication of its
positioning using humor to
create attention
• persistent in its communication
of being

4. Question 2 : Use of pictorial cues
Due to attribute
commonality need of
differentiation arises, which
focuses on symbolism and
imagery
Humor as a communication
tool to draw more attention
and retention
It also used some of
controversial tools to draw
attention of its target
segment i.e. youth.
Pepsi Spoof!!

5. Question 3
•One self
•Honest
•Straight Forward
• Simple ( No-nonsense)

6. “ When difference can’t be created by product
then it brand symbolism holds some promise”
Marketers
look for
Customer
Resonance
Competitive
Differentiation

7. • Joyous
• Free spirited
• Fun character
Pepsi, Coke
• Daring
• Witting
• Live the present moment with full enjoyment
Thums Up,
Mountain dew
• Jester character( daring , witty , live the
present moment , you live only once)7Up, Sprite
• Sensuality
• Glamour
• Temptation
Mazaa, Slice