SPRITE ‘SPARKS’ CREATIVITY IN TEENS THROUGH FIRST EVER GLOBAL MARKETING CAMPAIGN
‘TheSpark’ Enables Teens Worldwide to Create Mini-Movies Using Digital Video Content and Remix Music from Hip-Hop Star Drake
New Campaign to be showcased at NBA All-Star 2010; Drake to Perform Ad Soundtrack and Commercial to Air during Game Telecast

ATLANTA, Feb. 11, 2010– Sprite is giving teens a platform to express their creativity through music and film in the brand‘s first-ever global integrated marketing campaign, The Spark. Innovative TV commercials, an online interactive music mixer featuring content from GRAMMY® nominee Drake and a digital film mixer willinspire and enable teens to spark fresh thinking and display their originality.
Worldwide, additional artists will be showcased through The Spark campaign, including film, commercial and music video director Rik Cordero and four-time World Music Award winner, Jay Chou, in China.
“Our research shows that fresh ideas and experiences are important social currency for teens,” said Joe Tripodi,Chief Marketing and Commercial Officer, The Coca-Cola Company. “Whether its music, film or sport, through The Spark campaign Sprite is providing an original, interactive way for teens around the world to showcase and share their creativity with others.”
The Spark takes its name from Sprite‘s newly updated Spark logo, which captures the lemon-lime sparkling beverage‘s unique ability to refresh and invigorate. The campaign will launch in markets around the world in 2010 and across 4continents including Europe, North America, Africa and Asia. North America will lead the global launch with a campaign that embodies the essence of TheSpark.
“In the U.S. we‘re combining the global debut of the new Drake ad ‘Unleashed,’ the action of the Sprite Slam Dunk during NBA All Star 2010 and the originality of Sprite Step-Off to offer people multiple ways to experience The Spark of creativity that only Sprite can provide,” said Katie Bayne, Chief Marketing Officer,Coca-Cola North America.
TheSpark campaignis a fully integrated marketing effort that includes TV, out-of-home, digital and mobile applications.
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