To support the new product from Sprite, a high-profile advertising campaign was launched and even a casual wear collection called the Ginger Collection was launched.
According to the company Coca-Cola, a new drink created in response to the surge in popularity of ginger-flavoured carbonated drinks. The result is a rather unusual combination with Sprite's signature lemon-lime flavor. The advertising strategy for promoting the novelty covers a variety of channels, these are television commercials, promotions in retail outlets, thematic activities, videos on social networks and much more.
Also, in order to draw as much attention as possible to Sprite Ginger, the company decided to use not only traditional media advertising, but also to present a collection of clothes intended for fans of hip-hop culture. The collection includes t-shirts, sweatshirts, as well as a skateboard and some other accessories. The first store to sell items will be Extra Butter NYC in New York.
The collection was developed by a team of designers led by Jeff Staple. In future Sprite plans tell customers about the work of the creative team in social networks, as well as hold other promotions and events.
The launched series of promotional steps is a continuation of the "Thirst for Yours" campaign, launched in the summer of 2019. Many well-known hip-hop musicians, designers, artists, photographers and other famous personalities have already taken part in it.
In recent years, several new variants of Sprite have been introduced and have proven to be quite popular. Consumers have the opportunity to try Sprite Cherry, Sprite Tropical Mix and Sprite Winter Spiced Cranberry.
It's also not the first time clothing has been used to promote food. Previously, a clothing collection from the fast food chain Popeyes was presented, inspired by ivy park from Beyoncé. Does not lag behind McDonald's, on the website of which you can buy branded items.