"RFRSH na Lata" connected Sprite cans with today's #1 place for youngsters: Snapchat. We invited consumers to have their own snapcodes printed on millions of Sprite cans and transformed a once ordinary soda drink into a cool and connected product, and a new hub of fresh content. Everyone could scan the can with Snapchat and instantly get a new undiscovered friend.

Our approach was to surprise teens in every step of the way. We offered teens a relevant extension of their experience in the platform they loved, using our product as an enabler for them to discover and be discovered. It started with them seeing the iconic yellow and white ghost on the can called their attention. Discovering that behind the codes where real user accounts, and not simply a brand profile also brought great novelty and curiosity. After that, our video let them know they could be the next to have their Snapcodes in the cans, a chance to gain social gold in the age of social fame, closing the loop, generating engagement, talkability and brand favorability.

With more than 40MM cans with snapcodes distributed and more than 4,000 consumers sending their snapcode to be printed on Sprite cans, we impacted 11MM users on target and generated 15MM impacts only by earned media.

Sprite not only achieved 7 million views (2 million in the first 2 days) on Snapchat content, but also changed dramatically brand perception among youngsters, recruiting new consumers to the brand, who now see Sprite again as an innovative and refreshing brand. Brand pyramid also became healthier, specially in terms of like and brand acceptance.