Coca-Cola - Sprite
Sprite needed to come back to life in KSA with its core value message as a no bullshit brand, encouraging young Saudis to adopt this kind of mindset in their life by being truthful in who they are and how they feel.
Sprite has been virtually non-existent in the Middle East for three years. We were tasked to bring it to life along with its core value message of being a refreshingly honest brand that doesn’t promote bullshit. Our strategy was to encourage young Saudis to adopt this kind of mindset in their lifestyle. Our audience was not familiar with the brand and has never been exposed to this bold tone of voice, especially in Saudi Arabia, where every kind of content is constantly censored.
For a bold brand like Sprite, it was only fitting to use the internet as a medium, since it is considered the only channel in KSA with minimal filtering and censorship.
Sprite decided to lead by example. So we created a 5-minute comedy video series, taking an honest spin on everyday struggles for young Saudis, we collaborated with the strongest saudi youtube channel to get all the insights and topics we needed, and we aired these episodes on our YouTube channel , Minalakhir-website, Facebook page, and Twitter account.
Although the campaign received harsh criticism in the first few weeks, in a period of only 8 weeks, we turned most haters into followers. We grew from only 53 fans Facebook to around 400.000 active fans, with over 6.000 participations in the competitions.
The show went from almost getting cancelled, to hitting over 5.5 million views… and counting.
Annual sales growth of 2% in KSA jumped to an incredible 15% growth during the first half of the campaign!
And most importantly, we created a self-expression movement around Saudi youth, encouraging them to say things the way they are.