THE CHALLENGE Sprite was non-existent in the Middle East for three years. The task: re-ignite our presence in heavily-censored Saudi Arabia, while staying true as a no bullshit brand.

 

THE IDEA To create an activation platform that’s as refreshingly honest as our brand, by using comedy as a vehicle.

 

HOW WE DID IT A weekly 5-minute video series taking a refreshingly honest spin on life was broadcasted on YouTube, our website, and on Facebook and Twitter. We also spread the message on-pack, through digital advertising as well as with Sa7i – a media-corporation.

 

THE RESULT Initially criticized by viewers unprepared for brutal honesty, our fan base of 53 bred to 400 thousand on Facebook. And from almost being cancelled we attracted 5.5million views in less than 8 months.