Brand reinvention to reconnect Sprite with youth culture and teen audiences.

The project

Leveled up youth culture and consumer understanding to reconnect Sprite with youth culture and teens consumers.

Why is this here

It shows how to connect with youth. This case is not brand new, but in good shape

What

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We reinvented the brand to captured lost teens audiences. We set the foundations for a culturally relevant brand by taking teens seriously. We embraced and involved teens to understand what drives trust and sales.

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My role

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I led brand and creative strategy. We generated a deep understanding of teens and turned strategic insights into street credible creative concepts. Research design to involve and engage 20 Berlin teens in conversations, blogging, workshops and co-creation session.. Creative briefs embodied relevance drivers.

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