WORK: SPRITE
Coca-Cola Co. chose Hong Kong as the first market to introduce two new Sprite flavors, with edgy TV and outdoor ads by WPP Group's Ogilvy & Mather Worldwide. Taglines for Sprite Ice and Sprite Super Lemon are "Cool to the core!" and "Sour to the core!" Ads play on local teens' aspirations for intense sensory experiences and enthusiasm for electronic games and dancing. Spots are tinted in blue and yellow to match each drink's packaging. Art Director: O Poon. Copywriter: Florence Lai.
Sprite and Adidas sign co-branding alliance
HONG KONG: Fickle teen consumers and fierce competition have prompted soft drink brand Sprite to form a crossover pact with Adidas for the launch of a range of collectibles, including co-branded sneakers.
The partnership, which marks the first time Sprite has tied up with a sports brand, will see a line of "fun and cool" collectibles on offer to Hong Kong consumers.
Karen So, Coca-Cola marketing director, said: "The market environment is very competitive, so we are having to think of new and innovative campaigns.
There's a growing trend for crossover partnerships on top of what is already offered. "The right partner needed the same brand proposition and image in terms of the message. Both Adidas and Sprite are seen as cool, edgy and trendy by teens."
As part of the promotion, consumers can redeem 500 pairs of 'Sprite x Adidas Superstar' sneakers or mini-sneaker key chains, available in eight styles. "For the full-size shoes, we selected the Ultra Star model from the Adidas Superstar line, which is especially popular with teens. The winners of the 500 pairs of limited edition giveaways can also have their names laser injected onto the shoes."
The mini sneakers are attached to key chains, and are 5.5 cm long, making them the smallest shoes that Adidas has ever produced. Consumers must collect five Sprite ring pulls or three green bottle caps and add HK$18 to redeem the key chains at Adidas stores and other sports shops. Seventy ring pulls or 40 caps are needed to redeem the full-size sneakers.
The shoes come in a miniature shoebox. The hallmark Adidas three stripes are stitched on the sides of the shoe, while the Adidas logo is printed on the insole and the Sprite logo is embossed on the sole. The items were designed by Japan-based street wear brand Devilock's chief designer, Endo Noriaki.
"In 2001, we launched a limited edition of Sprite action figures, which created a lot of noise. Devilock was involved in that promotion. In July, we had a Coke and Levi's tie-up. This is also the first time that we will be promoting the entire Sprite family (Sprite, Super Lemon and Ice)."
The campaign will run until early November and is being promoted through outdoor advertising at teen hangouts and POP leaflets at Adidas stores.
Co-branded packaging has also been introduced for Sprite bottles and cans
300人換鞋不遂鼓譟
蘋果日報 2003/11/01 08:00
近三百名輪不到籌的市民，在adidas專賣店打烊時仍不肯離去。 陳日海攝
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