The Brief

Sprite has been widely known to customers, but since it is a basic regular product for years, the image of the brand itself needed some renewal. Japan’s summer is so hot that some even get heat stroke and faint. We expressed, by drinking Sprite with the catch copy of 'Sudden(Instant) Refreshment' that will give refreshing sensation to the people whose suffering from the heat. To spread the Sprite's concept of 'Sudden Refreshment', we came up with an idea of letting people directly experience not only the product but the message itself.

Creative Execution

Japan is a country that has numerous vending machines all over town. Therefore, using the vending machine as an entertainment spot to brand Sprite was effective to help people evoke Sprite. Showing the Sprite's refreshingness directly as an entertainment also helped trigger recall of Sprite's yummy taste. Since the power of TV still lies strong in Japan, many got really excited to actually be able to experience what you've seen on TV. There were 4000RT of Splash vending machine photos and people queued up to 3 hours to buy and experience the Splash vending machine.

Describe the creative solution to the brief/objective.

Re-innovate the vending machine to the SPLASH machine, so the act of buying the product itself will give a sudden refreshing sensation. Vending machine is 6m tall. Like any other vending machine, by pressing the button the product will fall. But what’s unique about this vending machine is that it uses that momentum to make huge splashes. This vending machine was installed all over Japan in beach, outdoorfestival, muggy business district, and road-side. This splash machine has tiny camera embedded to capture the moment of people who experienced the event and the “SUDDEN REFRESHMENT” was spread out all over SNS.

Results

This campaign created a massive buzz. It was chosen to be No.1 in Japan's YouTube Ads Leaderboard, and the number of total view added up to more than 5,400,000. Over 138,000 people experienced this sudden refreshment, and what’s more, the product marked double-digit growth compared to previous year. Sprite cooled the people throughout Japan who could not stand heat. By changing its way of selling, not only did it let people refresh from drinking but evolved the product to something you can refresh with all of your body and people directly enjoyed the experience.