Stay Fresh, (or Liga o Fresh in Portuguese), W+K São Paulo’s first campaign for Sprite, debuted with a comprehensive takeover that included content pills, TV, digital, radio, and OOH.
The new concept marks the beginning of a major project that seeks to reconnect the brand to consumers. More than 2,500 OOH digital boards were installed in the streets and in all major metro and train stations in São Paulo and Rio. Broadcast spots aired continuously and on select radio stations and traffic announcements included one hour of brand exclusivity for the campaign launch.
“Sprite wants to relieve moments of pressure by providing a physical and mental refresh in everyday life,” says Pedro Abondanza, marketing director of Coca-Cola Brazil.
The Stay Fresh campaign brings a young, irreverent, and unique approach to ultimately redefine the way audiences think about freshness.