1. Strategic Brand Management
15.06.2012
Rihanna
Taz
Gugu
Rolland
Rodney

2. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Competition
8. Metrics
9. Recommendations

3. Brand audit map
Source: Martina Jelsema, 2004

4. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Competition
8. Metrics
9. Recommendations

5. Video

6. 1940 The elfin character Sprite Boy appeared in ads with a
devilish smile, often with stars around him
(representing his sparkling personality and the bubbles
in Coke).
1961 Sprite was introduced in the United States in 1961 by
Coca Cola in response to the popularity of 7UP
1990s The lemon-lime soft drink Sprite was in the late 1990’s
one of the fastest growing carbonated soft drinks in the
United States and around the world
1994 In 1994 Sprite retired its upbeat ad campaign ‘‘I Like
the Sprite in You’’ for an edgier approach designed to
appeal to Generation X.
‘‘Image is nothing. Thirst is everything. Obey your
thirst.’’
Campaign was targeted at teens and young adults, was
one featuring basketball star Grant Hill in a parody of
pretentious fashion commercials.
1994 From 1994 to 1998 the brand experienced global
double-digit growth. This period of dramatic expansion
coincided with the launch of the brand’s ad campaign
‘‘Obey Your Thirst.’
The campaign aimed to speak directly to the drink’s
target market, teenagers, rather than talking down to
them.

7. MISSION
• To own all the pillars of South African Hip Hop.
• By owning all the pillars of Hip Hop from DJ’ing,
MC’ing, B- Boying, Beat Boxing & Graffiti Sprite are
able to speak to the heart and the passion of their
consumers.
• As well as engage with them in the other facets of
Hip Hop Life Style such as photography, fashion &
design etc …
VISION
• Break free from constraints & share the intensity
( Oral, Visual, Movement)
• A platform to express their intensity and further
their reach
( speak to the nation)
• To provide a sudden Intense refreshment to
sharpen the mind

8. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Competition
8. Metrics
9. Recommendations

9. Sprite Green glass bottles and was designed to
reflect the brand’s ‘‘cool, refreshing’’
personality
Slogan Logo Packaging Taste Pricing
Premium pricing:
 Carbonated water Recommended
 Sugar 2L: R17.50
 citric acid
“Be  acidity regulator 1.25L:R9.00
Uncontainable”  natural lemon 1L:R11.50
FC: IC  Lime flavourings 500ML:R8.50
 preservative
330ML:R650
2L 330ML Caffeine free
300ML:R4.00
1.25L 300ML
1L 500ML

10. BRAND TRUTH
Sprite is
Edgy &
has an
authentic POV

11. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Competition
8. Metrics
9. Recommendations

12. Customer Segmentation
Primary target market
16+ Youth who express
Market definition
themselves in authentic and
uncontainable ways. Teens
beverages segment which is having a who hang and chill on campus,
market size of 700 million unit cases and basketball courts or hip hop
the brand has a market share of 9% street corners, and who
showcase their talent and
street cred
The brand had crafted a special place for Secondary target market
itself by differentiating itself as a plain
thirst quenching drink
Moms with teens at home who
understand that the life of their
teen is intense and complex.
Sprite is purchased as an
additional beverage to the
family repertoire as they
understand that Sprite helps
teens express themselves in an
uncontainable and cool manner

13. CONSUMER PROFILE
• Who are we talking to?
– 16 to 19 year old youth in LSM 6 to
10
– They live in urban & peri-urban areas
• What do we know about them?
– Self discovery & self expression is
merely an extension of their
individuality
– Technology has enabled them to
be more connected and they are
more driven than ever before
.

14. CONSUMER PROFILE
• These are their ‘Heat of the
Moment’ moments
– Socio – economic factors i.e.
Lack of money
– Macking a chick or talking to
a boy
– Road Rage
– Drifting apart from old friends
– Dealing with the parentals
– Peer Pressure
– Drug & alcohol abuse

15. CONSUMER INSIGHT
• When Mzansi teenagers find themselves battling those ‘Heat
of the Moment’ Moments they look for an outlet that allows
for them to be free and be who they wanna be.
• From art to poetry, self expression is the key to their
individuality. That lets them remain cool and maintain their
authenticity.

16. Hip Hop as a form of expression
Music Art
Dance
Outward rebellion, agitation and More driven, informed, connected
blatant, non-conformity to others

17. • T-Touch
• Lives in either Diepkloof or Houghton
• Still in High School
• Battle everyday issue (politics and
money)
• Loves hanging out listening to Hip Hop
• Opinionated and vocal
• Outside the box thinker
• Entrepreneurial
• Love brands that talk to him
(Adidas,Struz Bob,Apple)

18. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Metrics
8. Competition
9. Recommendations

19. Positioning
Customer Proposition
• From Coca-Cola Company, their #2 global
brand.
• Lemon Lime drink that offers sudden
refreshment which instantly invigorates and
sparks your body and mind.
Consumer & Shopper Proposition
• Sprite is a quality product from the Coca-
Cola Company, their #2 global brand and
South Africa # 3.
• Sprite is the clear Lemon Lime drink that
offers sudden refreshment which instantly
invigorates and sparks your body and mind.
• Sprite helps you keep your cool in order to
spark true self expression

20. Outlet Positioning
Buying practices(Planogram)
• Supers and
Hypers
• Independent
wholesales
• Convenience
stores
• Spaza
• Liquor stores
• QSR
• Pubs and Clubs
• OTG

21. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Competition
8. Metrics
9. Recommendations

22. Obey your thirst (1994-1998)
• Launches in 1994
• Sprite was a light, crisp, and refreshing beverage
• Sprite marketers wanted to convey that Sprite was not pretentious.
• The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust
their instincts and, in a sense, saying to teenagers, ‘‘Exercise your own judgment.’’

24. Brand Endorsers (progression)
• Sprite did not renew their contact with Drake as a brand endorser .
• Talib Kweli is a campaign endorser and will only work with the uncontainable
talent search

25. Campaign intro…

27. BUILDING THE HIP HOP
 Sprite believes in giving young
adults a stage to speak and stay
true to their thoughts and to
speak their minds
 To move their talent & their
expression further
 Brand aims to get teens to ‘Speak
Your Mind

28. Packaging TV
Radio Magazine
Marketing
Billboards Support Digital

29. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Competition
8. Metrics
9. Recommendations

30. Source: Datamonitor 2011
Key competitor analysis and differentiator
Trends
• South African carbonates manufacturers maintained their focus on their core brands during 2010 in order to boost
their volume sales and kick start their recoveries from the effects of the recent economic downturn. A lower focus
is expected on new product innovation until such time as disposable income levels recover.
Forecast
• It is expected that a growing number of vitamin fortified carbonates brands will be introduced in South Africa over
the forecast period as manufacturers look to attract health conscious consumers. In addition, a large number of
sugar-free versions of leading brands will also be introduced over the forecast period.

31. Competitors Product
Competition
Product
Category
Competition
Generic
Competition
Budget
Competition

32. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Competition
8. Metrics
9. Recommendations

33. Impact metrics
Line extensions
Product lifecycles
Sprite Zero is a
clear soda, lemon-
lime flavoured,
caffeine-free and
sugar-free
beverage

34. Image metrics
Recognition • quality product
• #2 global brand and #3 in South Africa
• clear Lemon Lime drink that offers sudden refreshment
Preference • battling ‘Heat of the Moment’ moments
• free and be who they want to be
• From art to poetry, self expression is the key to their individuality.
• remain cool and maintain their authenticity.
• spark true self expression
Relevence • young adults a stage to speak and stay true to their
thoughts and to speak their minds
• We believe in them to never holding back
• To move their talent & their expression further
• burst the intensity of the uncontainable
• ‘Speak Your Mind;’
Loyalty • cornerstone in the Hip Hop scene in South Africa
• own the South African Hip Hop in all of its entirely
• push and own an active lifestyle both mentally & physically
• Artists involved with the brand - PRO

35. Brand Equity
• Slogan: Uncontainable
• Brand endosers: Drake, Talib Kwali
• Heritage
• Thirst quencher
• Basketball
• Hip Hop culture
• Youthful
• Expression
• Cool

36. SWOT Analysis
• Clear drink, green bottle (perceived as • Inconsistent support (resources)
WEAKNESSES
STRENGTHS
healthier option) • Chemical based contents
• Heritage and credibility inconsistent brand identity between
Sprite and Sprite Zero
• Positioning too niche
• Moved from initial value proposition
of ‘plain thirst quencher’
• Reasons to love Sprite
• Non Hip Hop followers
OPPORTUNITIES
• Potential to alienate potential
• Non metropolitan dwellers THREATS consumers older
• Positioning • Health conscious consumers
• Movement towards a healthier • Increase foot print of
lifestyle Sprite Zero
• Image of the hip hop scene can have
negative impact on the Sprite brand
• Consumers who limit their caffeine
intake prefer lemon lime soft drinks

37. Agenda
1. Brand Audit Map
2. Brand History
3. Personality
4. Customer segmentation
5. Positioning
6. Promotional campaigns
7. Competition
8. Metrics
9. Recommendations

38. Recommendations
• Create own identity for Sprite Zero by
increasing share of voice within health
conscious consumers
• Build more consistency within the brand,
make use of the Brand Ambassord
• Hip Hop is the global strategy for Sprite
although Hip Hop resonates in the teen
South Africa market, Kwaito makes up the
bigger segment (75% vs. 25%).

39. That’s a RAP