Our goal was to drive awareness and trial of the product with legal-drinking-age consumers by building an authentic, target-relevant story around a night out with Sparks.

By focusing on Nashville, we could be very specific to the market. Local references provided stopping power, with language and places the consumer recognised. We even incorporated specific streets (Second Ave, Elliston) and neighbourhoods (Printer’s Alley and The Strip) to bring the stories to life in a meaningful way. This helped the listener to relate to each story, and understand how Sparks could become a part of their night out – which ultimately drove product purchase.