Further analysis into Australian youth showed that this 'individual expression' was best activated when creative messages were interactive. Across all Hip-Hop media environments, interactive opportunities were implemented with creative messages being specifically tailored around the media idea. For example, on the number one Hip-Hop TV program,me specific Sprite TV scripts and visuals were required to activate individual expression. Similarly for the promotional magazine component, unique creative treatment was required to deliver the necessary impact.

The 'Give Youth the Power' campaign was incredibly successful in achieving talkability as it resulted in purchase intent increasing 100% over the campaign period, greatly exceeding the objective of 30%. Conversion from intent to purchase was also evident, peaking at a 300% increase in weekly drinkers of Sprite.