In order to engage with Gen Z in a genuine way, it was clear us that Sprite would first have to accomplish a real understanding of the issues they were facing on a daily basis. But knowing what they were going through wasn’t enough to engage with them, so we decided to take a step further providing them empathetic guidance to ease their tensions. The time and resources invested in understanding the actual problem and finding a way out without worrying about the final execution is what makes this case worth considering when talking about the idea behind the idea.

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.?

In order to engage with young people, ?we researched social issues that were relevant to them. We found that, in Latin America there are over 100 million kids who don’t have the courage to talk about certain topics, ?so they Google about them anonymously. Most of them turn to Google to get more information about those “taboo” topics: “I have boobs that are too? small”, “I’m bisexual”, “I’m taller than normal”, “I’m a virgin”

Gen Z normally turns to Internet searches? to deal with their own fears privately and anonymously, ? it is how they feel more secure; ?but in doing so, they do not realize ? there are millions of other teens ?going through similar situations.? This represented a huge opportunity for us because we were able to get a deep understanding about their needs, fears and desires.

We turned real Google searches into an opportunity to deal with insecurities through social media and influencers?.

We aimed at easing ?typical Gen Z tensions, putting their worries upfront, providing them with ?a secure and modern space to connect with other? young people undergoing ?their same situation and facilitating support from experts to help them handle the tensions, but most importantly, showing them that they are not alone.

Sprite accompanied them, understanding what their concerns, anxieties and desires were? in order to legitimize them, empower them and provide them with a voice.

“You’re not alone”: a social ecosystem whose main premise is to promote the conversation between groups ?of young people who are going through the same kind of things.?

We designed a connecting strategy for the campaign, ?which we divided into 3 stages:

1 - Sowing the concept: ?Street ads, TV spots and organic audiovisual material. Content with the different issues that were going to be addressed.

2 - Engagement and co-creation: We created Reddit chat rooms? for young people to reveal their personal "tensions", discovering there are many others were going through the same issues. ?

We also selected influencers close to each of the issues to start the conversation from a place of personal experience?.

And finally, we created a special piece produced to coincide with the annual LGBQT+ Pride Parade, inviting people to reflect on diversity.?

3? - To boost transactions: best-value material, bottle-cap promotions

Reaching, in just 3 days, numbers similar to full campaigns, such as "Christmas" and "I love you, hater" we reached and even surpassed all of our objectives, showing the absolute merit of the strategy and creative execution. ?

The indicators went up when we consider the total population as a whole, but what's most important to us is that indicators went up within our target: young people aged 16-25.?

Beyond any indicator, Sprite was able to slip into the ad and social media a message of support for Gen Z, alleviating tensions provoked by "things not said" and shedding light onto subjects that become a barrier for them to feel free and be who they truly are. All this while also evolving their iconic invitation for Gen Z to “Stay fresh”