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Sprite Zero Campaign

Dec. 2021 - Mar. 2022
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PLAY

In 2022, we launched a bold campaign that allowed users to scan the bottle of a competing brand — Genki Forest — to claim a free bottle of Sprite Zero.

(For context: Genki Forest rapidly rose to popularity in mainland China after 2020 and even posed a serious threat to Coca-Cola’s dominance in the local beverage market. You can even find it today in the Asian food section at Coles)

This campaign was our way of confidently stating that Sprite Zero has no real rival in the sugar-free category.

The result? Massive exposure and social engagement that year.

Sprite Zero campaign caseboard
+Key Visuals
Sprite Zero key visual 1
Sprite Zero key visual 2
Sprite Zero key visual 3
Sprite Zero key visual 4
Interesting detail: The original KVs were more aggressive: under the ice cubes, there were defeated competitor products, while Sprite stood on top like a champion. However, due to legal considerations, that layer of meaning had to be removed. In the final version, we kept only the strong visual of Sprite bottles stacked on ice. And I can confidently say that this KV is one of the strongest ice-and-beverage visual executions you can find on Behance.
Sprite Zero key visual detail 1
Initial sketch
Sprite Zero key visual detail 2
Sprite Zero key visual detail 3
KV layout created in Cinema 4D during the early stage of the project
Sprite Zero key visual detail 4
Sprite Zero key visual detail 5
Photo of the on-set setup on the shooting day