To slow the drop in sales by launching a culturally relevant campaign aimed at Gen Z, that would further our mission to become an emblematic brand for them.

While some categories, such as drinking water, continue to grow, other categories, like non-alcoholic soft drinks, are contracting. This reflects a consumer search for “healthier," more “natural" options. An ongoing economic crisis adds complication, and directly affects the consumer purchasing power, making things harder for an A brand like Sprite.

Sprite aims to accompany them, inspire their courage, and understand their concerns, anxieties and desires to validate them and amplify their voice. After the campaign "I Love You Hater" – which celebrated authenticity and free expression in the face of criticism, and dismissed negative comments with love, humor and irony – we had the responsibility to not get stuck, and to go from a nice story to a relevant action.

Take the first step and put "taboo" issues Gen Zers are worried about on the table – and by doing so connect them with other young people who are in the same situation, so they can share experiences in a safe environment, and also show they are not alone. Easing tensions, lowering anxiety and opening up new possibilities.

Gen Z deep dives into internet searches to deal with their fears privately and anonymously, where they feel more secure; they don’t realize there are millions of other adolescents going through similar situations, young people they could connect with to ease their tensions, without losing authenticity.

The viral film was launched fully online on the day before of the Pride Parade.

The message was boosted by relevant niche influencers and within a few hours went national. By the end of the day, it had reached worldwide media as well.

Brand Love versus same period the previous year +11.9% (+6.9% vs objective)

"For someone like me" versus same period the previous year +9.6% (+4.6% vs objective)

The indicators went when we consider the total population as a whole, but what's most important to us is that indicators went up within our target: young people aged 16-25.

Positive Sentiment: 88.3% (+8.3% vs objective). It is a historic record for (our) portfolio publications.

Organic Viral rate: 23.5% (+13.5% vs objective)

The "Pride" campaign, launched on LGBTQ+ Day achieved:

3 trending topics: @Sprite #Noestassolx (#Youarenotalone) #Orgullo (#Pride)

+ 20 Free media

+ 300,000 interactions

+ 17 million impressions

Reaching, in just 3 days, numbers similar to full campaigns, such as "Christmas" and "I love you, hater"