CLIENT
The Coca-Cola Company
Mariela López, Market Development Manager Daniel Carr, Marketing Activation Manager Leonel Murillo, Market Execution Manager GT
AGENCY
Juan Mauricio Wurmser, CEO & General Manager María Andrea Salvadó, Strategic Planning Director Fabiola González, Account Supervisor Aurora Morales, Account Executive Cynthia Castillo, Account Executive
D4 McCann
Judith Centes, Media Director Alejandra Quisquinay, Media Planner,
Findasense
Juan Pablo Carranza, Account Director
SUMMARY
In a segment with a lot of potential for the category and in an adverse competitive environment, Sprite's "Born to RFRSH" campaign greatly exceeded the objectives, strengthening the positioning of the brand and connecting relevantly with its target group: urban youth. Beyond it being a commercial effort, "Born to RFRSH," became a movement to refresh the target audience, appealing to emotional aspects and establishing a connection with the brand that resulted in a 16% increase in Brand Love for Sprite.
