Sprite wanted to become a badge brand for Gen Z, so it got involved in their culture by addressing social issues relevant to them, using real people and speaking their own language, without any filter.

“It’s haters season. Stay fresh” is the concept of the brand that empowers teenagers to be cool when facing attacks on social media.

Haters around the world are constantly posting hurtful comments on social media.

And teenagers are the most affected group. The comments sometimes lead them to depression, or even tragic endings.

As one of their closest brands, Sprite got involved in the conversation by giving them a new speech, and new tools, so they could act against the aggression.

During two months, we developed an Artificial Intelligence tool able to analyze the themes and subjects of Twitter conversations, discovering that within the Sprite community there was one user who had aggressively attacked 565 people in more than 1,000 tweets in the last year.

We invited him to be part of an experiment, but without telling him exactly what was going to happen.

Then, we contacted 100 of his victims and we told them the idea.

On February 2nd, we put them face to face and documented the event.

+30MM TWITTER ORGANIC REACH

+20MM EARNED MEDIA

#1 TRENDING TOPIC

0 MEDIA INVESTMENT

“Watch this for heart refill”, Sarah Silverman.

“Sprite puts a hater in front of their victims”, Rachel Sheherazade.

“Sprite’s terrific campaign”, B.L. Ochman.

“Incredible campaign”, Raissa Chaddad.

“Hatred can be avoided ”, Manuela Dalvia

“Sprite attack haters with love”, Edith Brou.