This was a strong media idea because the medium literally became the message. We negotiated with TV stations to momentarily freeze programmes with Sprite Ice 'Check da Freeze' creative frames. On the Internet, teens discovered their portals were briefly frozen with icy Sprite messages. The hot sun shone down on 'frozen' school buses and outdoor panels had a 3D icy bottle protruding from them. Celebrity hosts endorsed the product by shivering on their TV shows!

The buzz created by this campaign in the first month generated mass trial resulting in an increase in volume of 14% - this exceeded all expectations and superseded recent launches into the Malaysian soft drink market.