'Heat happens', says Sprite as it introduces new visuals and revamped logo

Sprite has launched a global campaign, "Heat Happens", to remind fans to keep their cool in heated situations and "enjoy a hit of refreshment with Sprite". The series of video ads feature situations where audiences may be tempted to flare up on impulse, and how they can be avoided when Sprite comes into play. For instance, when the person in front of you at a supermarket queue leaves his basket at the counter and rushes off to get another item, will you cave to the heat, or will you keep cool and request the cashier to be attended to first? The ad also includes simple, more common scenarios such as the agonising wait for a text reply, especially when you know they are typing their response from the text bubble on the screen. 

According to a statement by Sprite, "Heat happens" will roll out this year across North America, Greater China, India, Africa, Europe, Asia and South Pacific, Korea, the Middle East and Latin America. The campaign will also be marketed via influencer engagement, topical social media activation, OOH, films and other creative executions.

At the same time, Sprite will introduce a new visual identity featuring a revamped logo and packaging design to provide a consistent look and voice around the world. While the packaging graphics for Sprite will the see the drink retain its recognisable green hue, the Sprite Zero Sugar packaging will don a pared-black look with a "bold, black font and logo design". The packaging will also feature prominent "Recycle Me" messaging to support the brand's commitment to sustainability through its transition from green to clear PET plastic.

Sprite worked with WPP and Open X for this campaign. Shrenik Dasani, global brand director, Sprite said that "Heat Happens shows that cooler heads always prevail. “Many things create ‘heat’ around us… it’s inevitable. Whether its mental heat in the shape of unwanted interruptions, or the physical heat of a sweaty commute, our hectic daily schedules leave us constantly searching for ways to keep our cool. We believe that adding a human layer of understanding and dash of comedic value, as well as a sip of ice-cold Sprite, can help diffuse potentially triggering situations," he added. 

Meanwhile Sprite's parent company, The Coca-Cola Company, recently appointed Matthias Blume as its new VP of marketing, ASEAN and South Pacific earlier this month. Based in Singapore, Blume will lead the company’s marketing and brand initiatives across Southeast Asia, Australia, New Zealand, and the Pacific Islands and serve on the company’s senior leadership team in the region. He was most recently the frontline director for Coca-Cola's ASEAN and South Pacific operating unit, based in Singapore. Previously, he was sparkling director for the company’s ASEAN business unit. According to the company, Blume has a detailed knowledge of the company’s business across the region and has driven growth and innovation across the company’s stills and sparkling beverage brands. He is also a strong supporter of integrating sustainability into the company’s portfolio of brands.

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