Existing Persistent Brand Platform launched in 2013 | Adapted in Egypt & China
Pakistanis like their food spicy. In the country, one’s threshold for spices is held up as a badge of honor.
With Sprite’s competitor 7UP owning the love for food, we needed to find a niche that Sprite could build street cred with.
In comes this little intrinsic truth: water douses out the spice on your palate, while Sprite delivers a crescendo, accentuating the spice lover’s experience, before clearing out the residual bite of spice.
And from this piece of data was born a year-on-year platform. Launched in 2013, it is still being activated till today and has been lifted and shifted to markets like Egypt and China.
Presenting… Mirchi Pe Lagao Sprite Ka Tarka or when loosely translated Ignite the Spice with a Hit of Sprite
Having forged a solid pairing with spicy food intrinsically, it was time to scale up emotively.
India and Pakistan have a long history of rivalry, however, on the grassroots level, we’re more alike than different. This time, through a story speckled with feel-good challenges between Pakistan and India’s biggest heart-throbs, Sprite proved that our love for spicy food could truly bring us together.
In its third year, Sprite had already established its street cred in food culture. The feminist movement was just picking up pace in Pakistan and Sprite spearheaded the conversation by saying girls can handle spice just as well as boys can.
The main aim of the launch campaign was to establish a strong connection between Sprite and spicy food. A ritual was established much like lime and tequila, where spicy food was paired with a quick swig of Sprite begetting a ritualistic scream that continued on for years to come becoming an important brand asset.