The Sprite campaign, developed by Ogilvy & Mather Hong Kong, is the agency's first work on the brand since it won the assignment early this year following a global realignment.
The campaign aims to build brand recognition among the youth segment, and seeks to position Sprite as a "cool and "edgy brand.
Mike Wong, managing director at O&M Hong Kong, said: "The brand is offering a kind of cool proposition for the youth. This is something youth aspire to and Sprite is there to help them.
"It's about having the courage to confront things positively. There is nothing taboo in the ads; just something cool. It's about positioning the drink with attitude."
The ads portray teens who dare to express their "thirst and exude the confidence of self-believers.
One execution features a young male contemplating his love for his teacher.
The ad, with Chinese copy, reads: "It's the 21st century, why can't I choose the one I really love?".
The campaign includes posters in train stations and bus shelters, as well as print ads in magazines. CIA, now part of the WPP group, handled media for the Sprite campaign.
However, Wong noted that the poster execution was only setting the stage for the campaign. Other elements are set to launch shortly, he added.
Coca-Cola has also kicked off a campaign for its Yeung Gwong lemon ice-tea beverage brand, which introduced new packaging this summer.
Joanna Mobley, brand director, non-carbonated beverages at Coca-Cola, said: "Teens are high involvement. Teens today are big into friendship and spontaneous fun."
Mobley added: "They want a release from all the pressures of studying, and so we designed this (packaging) using photo stickers, which are very popular with teens."
The company launched a mini-site, developed by MSN, featuring a sticker competition at www.msn.com.hk.
MSN Hong Kong director, Celina Chan, said: "The whole concept is about teens having a good time and showing off with friends. They can post their photos online and invite friends to vote for their submissions. On the second day, one guy sent 200 emails to his friends, inviting them to support his photos, so there is a strong viral element to the campaign."
She added that the next stage would include outdoor, and would feature the winning photo on buses in Hong Kong.
The campaign also included two O&M-developed TVCs featuring scenes with teens having fun with friends at school. Wong added: "Yeung Gwong is a fairly strong brand in the market and the TVCs have given it a contemporary expression for today's teens with punchy ads that hit the mark. The TVCs show the beverage is something teens can consume on a daily basis, not just as a special treat
雪碧廣告活動由奧美香港公司製作，是該機構自今年年初在全球調整後贏得任務以來針對該品牌的首個作品。
該活動旨在在年輕人中建立品牌認知度，並將雪碧定位為「酷」且前衛的品牌。
O&M香港董事總經理Mike Wong表示：「品牌為年輕人提供了一個很酷的主張。這是年輕人所渴望的，而雪碧可以幫助他們。
“這是關於有勇氣積極面對事情。廣告中沒有任何禁忌；只是一些很酷的東西。這是關於以態度來定位飲料。”
這些廣告描繪了敢於表達自己的「渴望並散發出自信者的自信」的青少年。
其中一次處決的主角是一位年輕男性思考他對老師的愛。
該廣告的中文文案是：「現在是21世紀了，我為什麼不能選擇自己真正喜歡的人呢？」。
活動包括在火車站和公車候車亭張貼海報，以及在雜誌上刊登平面廣告。 CIA 現在是 WPP 集團的一部分，負責處理雪碧活動的媒體。
然而，黃指出，海報的執行只是為活動奠定了基礎。 他補充說，其他元素也將很快推出。
可口可樂也啟動了其陽光檸檬冰茶飲料品牌的宣傳活動，該品牌於今年夏天推出了新包裝。
可口可樂非碳酸飲料品牌總監喬安娜·莫布利 (Joanna Mobley) 表示：“青少年的參與度很高。如今的青少年熱衷於友誼和自發的樂趣。”
莫布里補充道：“他們希望擺脫學習的所有壓力，因此我們使用照片貼紙設計了這個（包裝），這在青少年中很受歡迎。”
該公司推出了一個由 MSN 開發的迷你網站，以貼紙競賽為特色，網址為 www.msn.com.hk。
MSN 香港總監 Celina Chan 表示：「整個概念是關於青少年享受美好時光並與朋友炫耀。他們可以在網路上發布自己的照片並邀請朋友為他們提交的照片投票。第二天，一個人發送了向他的朋友發送了200 封電子郵件，邀請他們支持他的照片，因此該活動具有很強的病毒式傳播元素。
她補充說，下一階段將包括戶外活動，並將在香港的巴士上展示獲獎照片。
活動還包括 O&M 開發的兩部電視廣告，其中包含青少年與朋友在學校玩耍的場景。 黃補充道：「Yeung Gwong 是市場上相當強大的品牌，電視廣告透過有力的廣告，為當今的青少年賦予了它現代的表達方式。電視廣告表明，這種飲料是青少年可以每天飲用的飲料，而不是青少年可以飲用的飲料。