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Putting Sprite Ice to the test
The Romans might have believed ingesting mint enhanced their intelligence, but for Coca-Cola Canada a dose of mint is expected to enhance its bottom line. The company's latest new beverage, Sprite Ice, was unveiled this month.
By Strategy StaffMay 5, 2003
The Romans might have believed ingesting mint enhanced their intelligence, but for Coca-Cola Canada a dose of mint is expected to enhance its bottom line.
The company’s latest new beverage, Sprite Ice, was unveiled this month, and is being supported by an ad campaign positioning the brand as ‘cool.’ The launch is timely in that Coke may latch onto urbanites’ current preference for minty drinks like mojitos and juleps.
‘People want variety and we looked around at what opportunities there might be, that were also considered unique and thirst-quenching,’ says Sprite’s brand manager Joanne Devisser. ‘Ice came out loud and clear.’
Created by Cossette Toronto, the creative for Sprite Ice launched May 5 and stars Canadian skateboarder Pierre-Luc Gagnon. According to Devisser, the advertising provides ‘a thirst-quenching message with an entertaining twist’ and is geared at the 12-to-24 target. It also builds off the main brand’s campaign from Cossette, which depicts Toronto Raptor Jerome Williams and carries the tagline: ‘Obey your thirst.’
The first of two commercials features Gagnon on an extremely hot day, when everybody is sweating. Suddenly there’s a ‘burst of the unexpected’ when viewers see Gagnon doing his moves in a snowsuit.
The idea is that ‘Sprite Ice is going to cool him down and he has to dress appropriately,’ explains copywriter Jeff Dack, who adds that this also correlates with the ‘burst of surprise,’ i.e. mint flavour, in the beverage itself.
A second ad will portray a basketball player (not an NBA star, but a local actor) performing slam-dunks in winter attire.
Sampling and P-O-P are also on the marketing agenda for Sprite Ice, while the package design, from Toronto agency Big Image, consists of a translucent label in blue and green that is meant to imply a ‘cool refreshment,’ according to Devisser.
The beverage was picked up from Coke in Belgium, where it launched in February with the moniker ‘Ice Cube.’ Devisser says Sprite Ice has met expectations in that country and has also performed ‘extremely well’ in Canada-wide taste tests, organized by Toronto-based research firm NFO Worldwide, which included a ‘full representative sample’ of the Canadian marketplace.
‘The research told us that everyone loved it,’ says Devisser, who believes that while some people may not appreciate the minty flavour, there is no risk to the overall brand. ‘The total benefit is positive because it’s a unique offering, which reinforces that Sprite is at the leading edge with youth.’
But how will consumers react to Sprite Ice in this very competitive market? Strategy asked three industry representatives for their thoughts.
Daniel Charron, VP/CD
Republik Advertising & Design, Montreal
The taste: I found it much too medicinal. My daughter, who is 12, and her friend also tried it. That generation is not necessarily attracted to soft drinks like we were when we were younger. They found it tasted a bit too minty. It’s not something they would ask for at a store.
The packaging: The clear bottle, with its cheap transparent label, [gives the impression that] it is to be consumed quickly without emotion. If you look at the classic Coke bottle, it brings back so many memories. I always felt that Sprite was a wannabe product – it is the ugly cousin at the end of the line. They should probably make Sprite something very different than what 7-Up is. It needs a complete repositioning.
Will it fly? I’m always surprised when these huge companies introduce flavours to try to gain market share. I’m not sure it makes sense in the long run. Coke is Coke and Pepsi is Pepsi.
There was an opportunity to stick to the classic taste and work on it, instead of pushing the panic button like everyone else, and saying ‘we need new flavours.’ Keep it simple – it’s more honest that way. If there are 15 different flavours, which one is Sprite? It will probably disappear in a couple of months. People always go back to the basics.
Desmond Hill, partner, Lounge Agency, Toronto
The taste: My honest opinion? It tastes a bit like toothpaste, or mouthwash. I didn’t enjoy it. Ice refers to urban culture. But when I tasted it, Ice didn’t pop into my mind. If they can get a cleaner, more sparkling [product], it would represent Ice more.
The packaging: It is based on the Ice theme, but again it’s been done. Dentyne has claimed the Ice name. Calling this Ice and having it taste like a dental gum, that’s [too much of] a connection. Even the packaging and colours are too close. They should have come up with [an idea] that could be construed as original.
Will it fly? I haven’t seen the ad campaign, but I know they did a commercial with Pierre-Luc Gagnon, who is the Canadian Tony Hawke. So marketing-wise they have a strategy, but they need to work on the actual product.
I would use a music artist to endorse it as well. That worked well for Mountain Dew in the United States, where they used Busta Rhymes. But they need a smaller Canadian version and more of a grassroots approach.
Al Szajman, director of strategic services and promotional marketing,
Wasserman & Partners, Vancouver
The taste: I did a walk around the office and had people taste it. Nobody here was a big fan. The general essence was ‘I’d gargle with it, but I sure wouldn’t buy it.’ But we aren’t in the target group, we’re in the 25-to-40 range.
The packaging: Nine out of 12 people in my office thought it was a light or a diet version of Sprite. The other three had to work to find out what was different about the product. The packaging didn’t say anything [about being] mint-flavoured until we looked hard for the type that says so. If Sprite is trying to capitalize on the mojito trend they need more of a mint message.
They could have done something with mint leaves and used the cap to communicate the flavour as well.
Will it fly? Based on the taste test here, I wouldn’t have high hopes. [Even] with a younger demo, my gut instinct is to say no.
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