Sprite execs say the new campaign and tagline are meant to be broader than just basketball, allowing Sprite to hit on other teen "passion points," such as music, skateboarding and film. In the second half of the year, the brand will be promoting a contest for film students.
"We're trying to link all of these different passion points in a way that has consistency in it," said Mr. Keith. "Sprite has a very specific teen target, so we're looking for a crisp articulation."
"In the last two years, we've been fine-tuning against the same strategy," added Rafael Acevedo, Sprite brand director. "This campaign is based on the same fundamental truth we have for Sprite -- unique, intense excitement."
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