The creative minds at Coca-Cola are constantly at work debuting new products to satisfy the world’s ever-changing tastes, while simultaneously cooking up innovative ways to refresh classic offerings. Following this trend, the beverage corporation recently announced big changes to its second-largest brand, aiming to cool customers off in more ways than one heading into summer.
Coca-Cola has unveiled the launch of ‘Heat Happens’, complete with a redesigned Sprite logo and updated packaging on bottles sold at your favorite grocery and convenience stores—although the brand’s iconic green coloring will remain. “Recycle Me” labels will also be prominent and clear PET bottles will continue to take over as a more sustainable alternative to the older green-tinted versions.
It’s Sprite’s first-ever campaign to be rolled out globally. This will give consumers around the world–specifically markets across North America, Greater China, India, Africa, Europe, A-South Pacific, Korea, the Middle East, and Latin America–a consistent brand message and unified experience.
The clever ad platform revolves around the idea of ‘heat’ and conflict being always present in day-to-day life. Initial video ads depict thoughts and situations escalating quickly and offer Sprite as a way to chill out and remain level-headed.
“‘Heat Happens’ shows that cooler heads always prevail,” explains Shrenik Dasani, Sprite’s Global Brand Director. “Whether it’s mental heat in the shape of unwanted interruptions, or the physical heat of a sweaty commute, our hectic daily schedules leave us constantly searching for ways to keep our cool. We believe that adding a human layer of understanding and dash of comedic value, as well as a sip of ice-cold Sprite, can help diffuse potentially triggering situations.”
Through the campaign, Sprite is hoping to reach younger audiences with relatable content and marketing techniques such as influencer engagement and social media activation. This is also Coca-Cola’s first effort created and executed in collaboration with global marketing partner WPP and its Open X team.
This Sprite revamp follows a similar Coca-Cola initiative called ‘Real Magic’ introduced in September 2021. The campaign created a new look and feel for Coke trademark beverages–Coca-Cola, Coca-Cola Light/Diet Coke, and Coca-Cola Zero Sugar–while also emphasizing the magic which can be found in everyday moments and the importance of coming together.
For more, here are 30 Coca-Cola Facts You Never Knew.