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We were challenged to re-ignite Sprite’s long history with Hip Hop culture (which until recently had only been celebrated in advertising) by creating a real world brand environment to meaningfully re-engage the culture with the brand.
We identified a New York institution—the bodega—as the perfect physical intersection of the Sprite brand with Hip Hop culture.
We then set about designing a sharable retail experience that engaged consumers with hip hop at every touchpoint.
Sprite Corner transformed from a retail experience by day (featuring a full bodega’s worth of Sprite rebranded products) into a performance destination by night, hosting pop-up events all summer long, as well as acting as a physical embodiment of the brand’s commitment to culture.
Our main task had been to reconnect the Sprite brand with hip hop, and we succeeded dramatically: mentions of Sprite in Hip-Hop conversations increased by 5,000%.
We ignited new brand relevance amongst an important target and regained pop culture traction as part of the Sprite brand ecosystem.
The bodega delivered:
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