Sprite launches global ‘Camouflage’ campaign
11 July 2012
The Coca-Cola Company is launching a new global campaign for its Sprite brand that uses a visual camouflage metaphor to position the soft drink as a way for teens to express their “true selves”.
The ‘Camouflage’ campaign was created by Bartle Bogle Hegarty (BBH) in New York and Shanghai.
The 60” and 30” TV spots will roll out in TV markets across the world, as well as on YouTube and Facebook under the shortened title ‘Camo’.
The ad, which was shot in the Czech Republic, features actors painted in camouflage so they blend into the landscape around them, giving them a rigid, stone-like appearance. A young male then takes a drink of Sprite which leads him to break away from the ‘camo’ and he consequently meets a female teen who has also broken away from the mould.
The campaign is aimed to convey the brand’s message of authenticity, according to Coca-Cola Company global vice-president of content excellence Jonathan Mildenhall. The creative is “an insightful invitation to teens all over the world to feel comfortable about being themselves,” he said.
BBH was recently wholly-acquired by Publicis Groupe, after the Groupe bought 51% of the privately held shares it didn’t already own.
Jenni Baker, London