Sprite tries to reach Gen Z, millennials with QR codes, social spend honoring hip-hop’s 50th anniversary
Beverage brand Sprite is diversifying its media mix to appeal to Gen Z and millennials while marking the 50th anniversary of hip-hop music.
Sprite has a 30-second ad spot that debuted earlier this month, featuring Nas, Rakim, Latto and GloRilla on connected and linear TV. It’s also advertising a 15-second version across Instagram, Twitter and TikTok. To differentiate its content strategy, Sprite is using Instagram Reels to highlight the celebrities it worked with on the campaign. On TikTok, Sprite published a slideshow, which has reached over 2.3 million views and 23,000 likes.
And despite some advertisers still sussing out Twitter, Sprite (and parent company Coca-Cola) are still seeing value in the platform. Sprite tweeted organically during the BET Music Awards on June 26 and had a notable sponsorship in the event ceremony itself when it bought a series during the show that featured Gen Z hip-hop artists sharing their stories about how they became interested in the genre.
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Source:: Digiday
