In early 2005, Sprite was seeking a new campaign that could cross borders effectively (initially within Asia). To do this they decided to convey what it felt like to drink a Sprite, whilst at the same time tapping into young people's shared desire to enjoy moments of unpressured pleasure. The campaign reached 28 countries in 2005, generating extra volume in various business situations. Statistics imply extra retail sales of around $205m compared with 'normal' Sprite advertising. This case demonstrates the cross-border power of a strong, simple idea, identified early and rolled out aggressively