Opportunity: Sprite is a brand that enjoys strong market share but needs to stay hyper-relevant to young people to defend against persistent up and comers. Holiday is one of their most important activations, launching Sprite Winter Spiced Cranberry in a campaign celebrating Black holiday joy.

Our idea: “Take A Sip” - sometimes the only adequate response to holiday spiciness, laughter, awkwardness, etc. We crafted a creator campaign dramatizing “Take a Sip” moments and a business messaging experience fueled by content from the creators to let fans generate their own memes. This was a first-of-its-kind way to build an integrated Reels and Messaging campaign in the category.

Results: Drove high lift in ad recall and awareness. 60% of people who engaged completed the experience through creation of their meme.