Sprite: End of the day chill

Sprite, the leading category recruiter in India, sees peak demand during summer, with its biggest consumption occasion being the end-of-day chill at home. Recognizing this as a key growth driver, the brand launched a campaign focused on positioning Sprite as the go-to refreshment for unwinding. Targeting Gen-Z, the campaign used engaging audio-visual storytelling to deliver a sensorial burst of refreshment, aligning with their desire to mentally unplug after a busy day. The goal was to embed Sprite into teens’ daily chill rituals, reinforcing its role as the perfect companion for relaxation at home after the hustle. 

We leveraged consumer insights to identify key unwind moments for teens, focusing on the 4 PM–10 PM window when approximately 71% of teens visit YouTube daily, consuming music, comedy, memes, and vlogs. Additionally on social media, nearly 80% of Gen-Z prefer influencers over traditional celebrities, valuing authentic and relatable storytelling. 

Using these insights, we embedded Sprite into Gen-Z’s screen-led wind-down rituals through dynamic, context-driven storytelling across multiple platforms: 

• YouTube: Over 208 hyper-targeted, time-partitioned creatives powered by GAN.AI delivered mood-aligned messages such as “Take the chill pill” at 4 PM and “Sprite ho jaaye?” at 10 PM. These were optimized in real-time via Scibids AI to maximize engagement. 

• Meta: First-party data powered dynamic audio-visual creatives ran across Reels, Stories, and Feeds. Influencer content drove high relatability and thumb-stopping impact. 

• Spotify: Audio ads were seamlessly integrated into Chill, Gaming, and Sleep playlists, becoming a natural part of teens’ unwind moments. 

• OTT Platforms (Jio Cinema, Fire TV, Amazon Mini TV): Native AV integrations during peak binge hours ensured Sprite complemented chill time across screens without disruption. 

By fusing AI-driven optimization, influencer authenticity, and dynamic content orchestration, positioning Sprite as an essential, part of Gen-Z’s end-of-the-day chill ritual, transforming beyond refreshment. 

The campaign reached over 200 million people, demonstrating the power of our multi-platform strategy. Key outcomes include: 

• Consideration for Sprite End of the Day Chill grew by 2.1%, embedding Sprite into Gen Z’s daily unwind ritual. 

• 1.5 million promo scans reflected strong, active engagement during chill moments. 

• Over 900,000 leads were generated, showing genuine brand connection. 

• Ad Recall increased by 13%, confirming high message retention. 

• Purchase Intent rose by 9%, driving clear motivation to choose Sprite. 

These results confirm Sprite’s evolution from a soft drink to an essential part of Gen Z’s end-of-day chill lifestyle.