This video recaps the Saudi Arabia Sprite ad campaign that raised the soda brand’s market share from 2% to 15% in a matter of months.
Sprite admits in this video that it was virtually invisible in the Saudi Arabian market and wanted to change that. The brand wanted to stay true to its identity of presenting harsh truths in uncompromising ways, but struggled with how it would achieve this in such a censor-heavy society like Saudi Arabia.
Sprite decided to use the Internet and began engaging with Saudi Arabian youth via YouTube, Facebook and Twitter about issues concerning them. Sprite then produced a series of comedy sketches addressing some of these issues in unabashedly bold ways.