Sprite demonstrates how to ‘Cut Through The Heat’ in a new campaign via McCann
Coca-Cola South Pacific has announced the launch of the ‘Cut Through the Heat’ with Sprite campaign in Australia via McCann.
The campaign is a multimillion dollar marketing investment showing how the sudden intense refreshment that can only come from Sprite and Sprite Zero enables you to ‘Cut Through the Heat’.
That could be emotional heat, with Sprite disrupting an awkward moment, giving you the confidence to resolve the tension, or physical heat with Sprite literally cooling you down on a hot day.
The brand’s biggest campaign in Australia for 10 years, ‘Cut Through the Heat’ with Sprite features two digital video executions, major experiential and sampling, out-of home and proximity media, and point-of-sale throughout February and March, with ongoing social activity running through until July.
Digital video content kicked off on Monday 23 February, and illustrates exactly how Sprite enables Aussies to cut through the most awkward of moments. These awkward moments involve ‘man- waxing’ and the perils of blind dating.
This is also being brought to life through experiential activity, with teams of ‘Sprite Savers’ popping up to give beach goers a way to Cut Through the Heat with ‘Sprite Showers’ – a cool shower followed by a complimentary Sprite Zero. The ‘Sprite Showers’ are touring during February and March.
Says Samuel Way, brand manager, Sprite: “We understand the awkward and heated situations our consumers face every day – from disastrous first dates to sweltering down at the beach. Our investment in the Cut Through the Heat campaign is designed to drive awareness that only Sprite can truly provide that instant refreshment, empowering you to cut through.”
Innovative fog screens and misting panels help deliver the ‘Cut Through the Heat’ strapline out-of- home, while in-store, the campaign coincides with the rollout of new Sprite Zero packaging in Australia, bringing a fresh, bold and simple new design that embodies the refreshment message.
UM -Media Buy
McCann – Creative
Urban – Experiential
Mix Inc – Shopper & Packaging
Pulse Communications – Trade media
19 Comments
what. was. that.
I liked obey your thirst better.
A new low.
I quite liked it, except for the lifesaver guy. His inclusion makes little to no sense.
Nice one crew. Fun stuff. Tough crowd.
So Sprite is stored is a dodgy lifeguards budgie smugglers. yummmmmmm
These are farkin funny.
Martin called the guy Martin.
I like!
Who shot this?
Anyone who’s done work for Coke should appreciate what a miracle it is that this isn’t worse.
I don’t hate it, and neither do the majority of the teens sharing on social media.
Shot by John O’Hagan from Ridley Scott and Associates via AMVI
this just tries way too hard for mine
This is as lazy as hell and the most trodden path in advertising.
1 Awkward situation
2. Product becomes catalyst and saves the day
Hard to watch
Don’t mind em. What’s really funny is that we call TV spots ‘digital video content’ because, you know, TV is dead eh.
Like those.
These feel really, really… cheap.
Cut through the heat? I can’t find a way to cut throught he awkwardness. So cheap and not funny.
Brought to you by whoever made those gross snowball in your face bullshit ads for canadian club?
well there’s a blow ….
I had to look up the Facebook page to get the gag … Sprite Saver … Life Saver …. ahhh!!!
I think there probably was a good idea in there … but it’s totally lost in the TV executions … the casting, the flatness of the composition of the shots, the acting …
and the Sprite Saver looking out to sea (to see nothing!!) like totally confused me??
If you see the print – “have you ever saved a mate from an akward situation” …
it’s quite clever …
but the TV ads just don’t communicate the gag or the core of the idea … at all :(((