Sprite hits the ground with a campaign which is digitally-led for the first time and features a VR element.
Coca-Cola South Pacific unveiled this summer's Sprite campaign, which for the first time is digitally-led and falls under the banner #needasprite.
Based on the premise that a Sprite can help young adults 'cut through the heat' in awkward situations by enabling them to maintain their cool, it is the first ever #needasprite campaign to be primarily driven by digital, including online video and digital displays.
Coca-Cola has worked with Google to utilise its Preferred and Vogon offerings, with the aim of creating a bank of shareable content.
Sprite has also developed a 360 video that brings to life an integrated Virtual Reality experience. The video shows a Sptite drinker in a situation where he needs to 'cut through the heat' before asking the audience to take over. It then transforms into a viewer-controlled experience where they are transported into Sprite's VR world. Users will require a VR headset.
The campaign is also supported by out of home and cinema advertising.
Ramona Spiteri, Brand Manager, Sprite, said: "With the launch of the #needasprite campaign in Australia, we are excited to continue our mission to take the brand in a new direction that puts digital innovation at the heart of our content."
