Sprite
The Challenge
To meet its objective of increasing frequency of consumption in Pakistan and Egypt markets amongst the youth especially, Sprite needed to build its own street credentials i.e., it’s space within the local street culture, which would consequently enable it to own street food and build the consumption habit of having Sprite with spicy food.
The Solution
‘Spicy meals’ are big in both these markets and street food is where you get the spiciest of food. Where street food was spicy and street culture, unhinged, Sprite as a brand stood for edginess, authenticity, and a refreshing taste that cuts through – on paper there was a great opportunity to match the two, but the brand needed to find that refreshing point of view that could be distinctly Sprite!We went head into an ethnographic study of the respective street cultures and how food shapes the experience.
It was fascinating to learn that primarily, it’s the vibe of streets in both Pakistan and Egypt that is most attractive; loud, festive, chaotic, and energetic every day. It feels friendly and inviting for all. The randomness of it all (variety of options to choose from, no time limitations, no structure, no decorum) gave way to individuality. The language was witty, uncontained, crass & raw, enabling invention of new colloquial terms.
It’s a late-night scene, where you get your friends to pay, but if a new friend comes in you will lovingly host them. While you’re clearly there for the experience, food becomes the reason around which all of this happened.
We figured that in in our cultures where the youth often feel suppressed, following societal decorum all day, not doing what they want, not acting like they want - they’re desperately looking to freely be themselves but the avenues to do this are very limited.
Our idea was around listening to your heart and showing our streets as a raw, uncensored playground where the youth reigns at night.
It is their time and every night, is their night.
The streets help them loose their inhibitions to do as they please and helps them authentically be themselves! We activated this idea with a bold and entertaining film around nightlife and what it meant for our youth.