Girls smell your desperation Sprite tells a teenage boy that girls avoid him because they can tell he's desperate for a girl.

The campaign started on TV, Radio, Outdoor and Print with Sprite’s point of view on typical teen topics like “Girls can smell your desperation”.Then it started dealing with brand topics: promotion (“Why would you win if you always lose?”) and Sprite diet (“Welcome those of you who start diet two months before summer”). Next the campaign explored social topics with a TV show, a radio show, grassroots events (e.g. emerging music festivals) and ambient media.Finally it explored personal topics with a site where teens can send anonymous mails to their friends with brutal honest truths.