Represented by the values and credentials of authenticity, honesty, trust, and transparency, Sprite has always invited their consumers to achieve a more emotional and deep connection with them, in particular with Gen Z.?

The objectives challenging us were to reconnect with the audience by a culturally relevant campaign, improving the brand and engagement indicators of its previous campaign, “I Love You Hater”, which metrics were the highest in the brand’s history.

But back in 2019, ?a year of severe socio-economic crisis in Argentina, ?the soft drinks category was shrinking ?and Sprite was losing market share and their main brand assets: Identification, Brand Love and Refreshment.?