Sprite has teamed up with digital advertising agency CUBOCC for this Brazilian ad campaign that uses Snapchat 'snapcodes' to connect with Generation Z consumers.
The 'RFRSH Na Lata' campaign features limited edition cans of Sprite printed with 'snapcodes' that link to the Snapchat accounts of 15 different Brazilian Generation Z influencers when scanned with a smartphone. The campaign has resulted in over 1 million views of different "snaps" from these accounts, leading to an 87 percent increase in reach.
Snapchat and its real-time social feed platform is currently the most popular amongst the Generation Z marketplace. The 'RFRSH Na Lata' campaign is also encouraging users to submit their personal Snapchat accounts for a chance to have their own code printed and featured on millions of cans of Sprite across Brazil.
Connected Can Campaigns
This Ad Campaign Features 'Snapcodes' from Different Gen Z Influencers
Trend Themes
-
Snapchat Marketing — The 'RFRSH Na Lata' campaign demonstrates the effectiveness of using Snapchat 'snapcodes' to connect with Generation Z consumers, indicating a trend towards leveraging Snapchat for marketing purposes.
-
Influencer Collaboration — The collaboration with 15 different Brazilian Generation Z influencers in the 'RFRSH Na Lata' campaign highlights the growing trend of brands partnering with influencers to reach their target audience.
-
Interactive Packaging — The limited edition cans of Sprite with 'snapcodes' that link to Snapchat accounts showcase the trend of using interactive packaging to engage consumers and drive product awareness.
Industry Implications
-
Beverage Industry — The success of the 'RFRSH Na Lata' campaign suggests an opportunity for other beverage brands to leverage Snapchat and influencers to connect with Generation Z consumers.
-
Advertising & Marketing — The use of 'snapcodes' in advertising campaigns, as seen in the 'RFRSH Na Lata' campaign, presents a disruptive innovation opportunity in the advertising and marketing industry.
-
Packaging Industry — The concept of interactive packaging demonstrated by Sprite's limited edition cans with 'snapcodes' opens up potential disruptive innovations in the packaging industry that can enhance brand-consumer interaction.