Coca Cola Beverages (Shanghai)

Bassam Quereshi - Creative Excellence Director GC&K - Sparkling Rain Yang - Creative Excellence Manager Jorge Luzio - Marketing Director Dexter Chen - Marketing Manager

Ogilvy Shanghai *Lead Agency

Katherine Zhang - Account Director Johnny Hu - Account Manager Arvind Srivastava - Chief Strategy Officer Kelly Woh - Group Creative Director Andes Yu - Creative Director Doris Du - Group Creative Head

Marketing challenges don’t get much harder than beating water at hydration. To grow Sprite had to do exactly this during summer This is the story of how Sprite found a way to deliver refreshment and stay relevant, without changing its product offering, in a market where consumers were increasingly choosing water for hydration The ‘Don’t go crazy. Go Sprite’ summer campaign increased weekly incidence of consumption (past -7-days) faster than water, amongst over 5 Million customers and strengthened the brand parameter of ‘Very Refreshing’.