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.
What Makes This Trend Stand Out
- Youth Engagement
- There is an opportunity for brands to engage with younger audiences by using social media platforms to address their concerns and create bold content.
- Uncompromising Messaging
- Brands can differentiate themselves by delivering their message in a straightforward and unapologetic manner, even in societies with strict censorship.
- Market Share Growth
- Soda brands can significantly increase their market share by implementing innovative advertising campaigns that resonate with their target audience.
Sectors Adopting This
- Beverage
- The beverage industry can benefit from disruptive innovation in advertising to capture new market share and reach previously untapped markets.
- Social Media
- Social media platforms offer a platform for brands to connect with younger audiences and create impactful content that addresses their concerns.
- Advertising
- The advertising industry can explore new approaches and strategies to overcome censorship challenges and deliver bold and engaging campaigns.
