After years of declining sales and the rise of countless carbonated lemon-lime competitors, Sprite needed more than a good refreshing. It need called for a total brand relaunch.

The challenge was to make this old brand equity, LYMON and demonstrate its cut through flavor by cutting through media, culture, and the oversaturated attention span of 21st century teens. The answer: Sublymonal Advertising--a totally branded, relentlessly self-aware messaging science dedicated to embedding LYMON (and its new icon) in as many young brains as possible. Sublymonal messages are still in progress. Sales are up. And a new generation seems eager to OBEY.

Sublymonal Advertising began quietly and covertly with a call to visit sublymonal.com on the end of those fake “Hanso Foundation” commercials during ABC’s LOST. Over 100,000 people then googled “sublymonal” which quickly embedded the word into web vernacular. Always acknowledging that it is doing exactly what advertising is designed to do—embed a something in your head (LYMON)- Sublymonal Advertising then unleashed 2 cinema commercials, 4 DVR-Ready TV spots (with embedded codes), A TiVo Showcase, interactive print inserts, instructional newspaper ads, outdoor spectaculars, bus wraps, lenticulars and guerilla point of sale. All during Summer, 2006. And, all about Lymon.