sprite zero sugar x bLack panther: WAKANDA forever
PRODUCT BACKGROUND
Black Panther: Wakanda Forever is one of the most anticipated cultural films and a sequel to the 2nd highest-grossing Marvel movie of all time.
Sprite’s Thirst for Yours brand platform is focused on inspiring and uplifting diverse youths to dream bigger and achieve endless possibilities. However, Sprite Zero Sugar is a ‘better for you’ alternative to full-fat sodas that diverse youths are just not reaching for.
CHALLENGE
How do we develop a culture-shifting, resonant and iconic partnership for Sprite Zero Sugar and Black Panther: Wakanda Forever?
INSIGHT & Strategy
When most youth brands talk about the power of their audience, they conveniently skip the most difficult and awkward part.
All too often, they talk to young people as if they have a firm grasp on their gift.
As if every kid were a prodigy with a clear vision of what they can achieve.
As if every kid had the voice of a young Issa Rae or the resilience of a young Serena Williams.
The reality is, so many of them don’t know where, or how, to start. It’s a complicated world out there and it’s difficult to navigate it with a sense of self intact.
What if we took a refreshingly different tone and talked to young people like the curious, evolving humans they are? What if we reassured them that by following their passions, their gift just might find them?
THE CORE OBSERVATION
People’s underestimation of you is none of your business. It’s fun to prove them wrong, but what’s in you is for YOU. (And maybe ultimately, for the world.)
THE WAY-IN
Your gift isn’t up to them.
Sprite Zero Sugar and Black Panther are standing on the side of the dismissed. Because even when the world doesn’t deserve their brilliance, it needs it.
the SHOPPER HOOK
What if we transformed Sprite Zero Sugar into the ultimate key to unlocking and viewing exclusive Black Panther content before, during, and after the premiere?
Let’s create a limited edition, LED screen bottle specially designed to be the ultimate communication device for secrets from Shuri’s lab.
Every scan of our limited edition Sprite Zero Sugar bottles will launch a unique Black Panther: Wakanda Forever experience built to help you explore your hidden potential.
Select one of four interests to unlock exclusive content and prizes that help you delve deeper into your talents. Plus, explore other interests and unlock even more exclusive rewards through repeat purchasing and participation.
