Sprite - A journey of Clarity
Launched in 1999, Sprite had a successful decade of being the ‘anti-cola’, but by 2008 Sprite’s growth rate had started to show a decline. From a 63% growth in 2004, to a single digit growth in 2005 and 2006, stabilising at 12% in 2008, the brand was witnessing slow national expansion. Working with Ogilvy & Mather, a strategy was formed which helped to bring back high rates of growth for Sprite. Communication helped broaden the brand’s relevance within the heart of India by anchoring the brand strongly in changing popular culture values and re-inventing its narrative. Over the next four years, Sprite became the fastest growing brand in the category, at 77% between 2009-13. The accelerated growth led Sprite to national leadership in the sparkling beverage category in India.