JKR

So summer is officially here at last. What better way to cool off than in a shower of ice cold Sprite. The only catch is that you have to go Brazil and you don’t actually shower in Sprite. Although that could be a little sticky.

These giant Sprite dispensers can be found on Buzios, one of the most popular beaches in Rio de Janeiro. While huge brand impact at the perfect usage occasion would be reason enough, there is actually a slightly more subtle story behind them. The brand team had discovered that when the temperature hits 40ºc the only thing that can match the refreshment of a cool shower, is a sip of Sprite. Perhaps that’s why this idea feels so ‘on brand’ for Sprite, because it is born out of a combination of genuine consumer insight and real product truth. No doubt, the fact that Sprite is a clear liquid helps too.

A ‘Sprite Shower’ will make a much deeper impression than simply being handed a bottle on the beach – ‘feeling’ its refreshment rather than simply tasting it. Of course, as this piece demonstrates, it also has the benefit of getting the brand talked about the world over. It just goes to show that digging a little deeper to find a real brand insight can be worth the effort.