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
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.