'Es temporada de haters, mantenete fresco' ('It’s hater season, stay cool') is Sprite’s invitation in its new global marketing campaign which is centred around promoting acceptance and the revaluation of what makes every person unique beyond any criticism.

In a context where prejudice proliferates with greater speed and impact, the brands’ latest action raises awareness through a powerful message, with creativity, humor, wit and a little transgression. Liking an aggressive comment, dismissing negative comments with love and providing a touch of irony are part of this integral communication strategy. “It’s hater season, stay cool” is not pretending to be the solution to the problem, but a critical view about an actual social problem.

The campaign contains no actors, but “real” people who suffered real situations and had to accept their individuality to overcome them. Such as the case of Rocío Velazquez, Spanish Olympic swimmer; Nico Moldestein, French pole dancer; Tyrus McKenzie, English rapper; Liz Romer, Swedish surfer; David Pérez and Marius Caralt, Spanish LGBT community activists; and CE Sant Gabriel women's soccer team.