The task was to launch Sprite Zero into the Nordic market and establish Sprite Zero as the honest zero sugar alternative. In order to engage and excite the target group (boys 15-19 years) the Sprite Zero campaign had to offer a promise that went beyond the traditional thirst quenching refreshment platform. The result was a campaign that engaged because it dedicated itself to telling the truth and stripped away all the usual advertising clichés & visual tricks common in this category.So far the films have had an estimated 6 million hits.Creative idea: Tell it like it is.

Pay off: Sprite Zero – No sugar. No bull***t.

Creative Execution: The Sprite Zero peanut bowl demonstrated the campaign idea of ”telling it like it is”. And was one of several media choices that tried to catch the consumer off guard by revealing the truth at places you wouldn’t normally expect it.

According to “Nielsen Consumer Tracker” the campaign as a whole doubled Sprite Zeros' brand awareness among the main target group and the campaign as a whole gave a 26% increase in sales volume.