Sprite Restage Makes A "Sublymonal" Play
By Jennifer Acevedo
Packaging graphics redesigned for the first time in a decade are an integral part of Sprite’s new marketing campaign.
Focusing on the brand’s lemon-lime taste, the new face of Sprite recently hit the streets in the U.S. with an array of programs that include the first packaging update since the early 90s and a new advertising campaign that supports the refresh.
“SubLYMONal is a totally integrated marketing message that focuses on Lymon, Sprite’s proprietary lemon-lime flavor formula,” said Don King, group director, Sprite, Coca-Cola North America. “As a brand that focuses on young people, Sprite deserves arresting advertising that cuts through the monotony of ordinary commercials, and this multifaceted campaign does just that.”
The Sprite SubLYMONal advertising campaign features “DVR ready” spots that invite viewers to record and replay them to discover embedded content within. Consumers can enter the special codes embedded in the television commercials into the brand’s new web site (SubLYMONal.com) to unlock exclusive content.
As part of the campaign, Sprite’s packaging graphics have been completely redesigned with an edgier feel by FutureBrand. The new design retains the familiar silver, green and blue colors as well as the Sprite brand name and bubbles. And a new “S” brand icon, composed of two interlocking yellow and green circular elements, is featured not only on all packaging but in all marketing elements.
The ad campaign, which features four 30-second television commercials, one 60-second cinema ad, and numerous print and outdoor executions, was created by Crispin Porter + Bogusky. Online elements, including the new website, were developed by AKQA. BP
The author, Jennifer Acevedo, is the Editor-in-Chief of BRANDPACKAGING magazine.

Where to go for more information...
Package design. At FutureBrand, contact Jean-Louis Dumeu at 212.931.6300 or visit www.futurebrand.com.
Advertising. At Crispin Porter + Bogusky, contact Jeff Hicks at 305.859.2070 or visit www.cpbgroup.com.
Multimedia/web development. At AKQA, contact Andrew O’Dell at 415.645.9548 or visit www.akqa.com.