Challenge: To emotionally tie the target closer to the brand.

Solution: Allow the target group to express themselves, with a little help from Sprite, by designing their own Sprite label. This was done in the form of a contest. To win the contest you had to have the best and most unique idea, with the look of the actual drawing being secondary. On the site you could also look at other people’s contributions – drawn in real time! When the campaign was completed, a jury picked two winners from the hundred with the most votes, who both won a PS2. The jury also selected one winner that had the opportunity to create a new Sprite label which will actually be seen on the Sprite bottles!