Sprite Transforms Soda Cans Into Vehicle for Connection
By Carlton Wilcoxson • November 4, 2015
Snapchat has increasingly become an important channel for brands to communicate with a younger demographic. Brands such as Taco Bell, Amazon, and GrubHub have added Snapchat as a vehicle to reach customers. Besides being more informal, the app provides a more targeted communication style.
Sprite launched a Snapchat focused campaign called “RFRSH Na Lata” (“RFRSH on the can”) in Brazil. RFRSH Na Lata is a first-of-its-kind campaign that features Snapcodes on limited edition cans of Sprite that link its recipients to 15 Brazilian Gen Z influencers. The 15 Brazilian Gen Z influencers featured as part of this campaign were carefully selected to represent the content that Gen Z customers are most interested in and that represented the personality of the Sprite brand. The RFRSH Na Lata campaign has turned every can of Sprite into a digital touchpoint for customers to discover fresh content and make new connections. Sprite will distribute the campaign through a microsite and two digital spots. Since its launch the featured influencers’ snaps have had over 1 million views, resulting in an 87 percent reach increase.