Sprite tries to reach Gen Z, millennials with QR codes, social spend honoring hip-hop’s 50th anniversary
June 27, 2023 • By Julian Cannon
Ivy Liu
Beverage imprint Sprite is diversifying its media mix to allure to Gen Z and millennials while marking the 50th anniversary of hip-hop song.
Sprite has a 30-2d advert situation that debuted earlier this month, that contains Nas, Rakim, Latto and GloRilla on linked and linear TV. It’s additionally advertising and marketing a 15-2d model all the tactic in which by Instagram, Twitter and TikTok. To expose aside its allege technique, Sprite is the utilization of Instagram Reels to spotlight the celebrities it labored with on the advertising and marketing campaign. On TikTok, Sprite published a slideshow, which has reached over 2.3 million views and 23,000 likes.
And despite some advertisers tranquil sussing out Twitter, Sprite (and parent firm Coca-Cola) are tranquil seeing cost within the platform. Sprite tweeted organically in some unspecified time in the future of the BET Music Awards on June 26 and had a considerable sponsorship within the match ceremony itself when it offered a chain in some unspecified time in the future of the expose that featured Gen Z hip-hop artists sharing their stories about how they modified into attracted to the genre.
“We’re leaning into the save our patrons are and constructing allege in accordance to their behaviors and what we expect resonate with them,” said A.P. Chaney, Sprite’s director of creative technique. “We’re always reviewing and seeing how our patrons employ media, and that’s inherently the save we would desire to expose up.”
To power patrons to its web allege Sprite is the utilization of QR codes — a tactic Pepsi additionally dilapidated in its summer season advertising and marketing campaign with Obnoxious Bunny. With this, Sprite is celebrating hip-hop’s 50th with its “Summer season of Drops,” providing unfamiliar allege, merchandise and match experiences.
By technique of the QR codes on packs of Sprite, the firm is touting accumulate proper of entry to to events and product drops, like signed merchandise comparable to Polaroids from Nas and slates from Rakim, GloRilla and Latto.
“We wished something that patrons know advise, that can react to, and accumulate into our interface and be ready to personal interaction with all of our drops, that’s essentially why we advise it,” said Chaney, noting that QR codes have gotten more accessible. The imprint has been exploring contemporary methods to personal interaction patrons with its packaging since earlier this 12 months while additionally attempting out its expertise prior to the initiate of this advertising and marketing campaign. The firm didn’t sigh how many contributors personal scanned the codes.
It is unclear how considerable Sprite is spending on its advertising and marketing; Chaney declined to fraction precise figures. Essentially based on Vivvix, the imprint has spent a cramped of over $24 million on advertising and marketing up to now in 2023.
The anniversary of hip-hop song is being infamous by other brands, including Google, with out-of-house commercials in cities comparable to New York, Los Angeles, Florida and Chicago, especially around gala’s pondering about hip-hop, including the Governors Ball and Rolling Loud Miami. As well as, podcast platform Audacy advertises and organically posts on social media and streams audio illustrating how hip-hop has influenced of us over time.
“Music sparks passion like few other art kinds, and hip-hop has been riding world tradition and commerce for 50 years and counting,” said Christopher Sealey, svp of promoting and creative director of Web3 diagram firm OneOf. “Sprite is shapely to combine cutting-edge digital tools with precise-world experiences in its advertising and marketing campaign, and smarter tranquil to leverage the imprint credibility brought by genre-defining artists like Rakim and Nas, two seminal MCs that the firm has a long history with.”
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