張曉琳

Sprite's Extreme Sensation campaign, which ran from April to June last year to mark the worldwide debut of two new Sprite flavours, received a gold award in the non- durable category of this year's Effie Awards.

'The campaign concept focused on extreme sensory experiences, and conveyed the pleasurable challenge of the taste of the extreme lemon and super-cooling menthol Sprite flavours,so you can see that the tvc have added exaggerate physical action like a female actress who acting girlfriend scratching her boyfriend and scrunch her feet in Sprite super lemon tvc and a female actress scrunch shicking and scrunch her feet and other female actress erupting at the end of sprite ice tvc,that means Cocacola company hope Sprite super lemon and ice can bring a extreme sour and chill feeling to customers.In addition, customers will feel pleasure and satisfy after tasted super lemon and ice."Coca-Cola China marketing director Karen So said.

'And the whole campaign not only aimed to inspire consumers to slake their thirst and activate their senses, but also to express their individuality.'

The campaign, which was developed jointly by the Coca-Cola marketing team and Ogilvy & Mather Advertising, was spread across television commercials, bus shelter advertisements and in-store point-of-purchase displays in a comprehensive bid to promote the new Sprite Ice and Sprite Super Lemon flavours.

The company was pleased that the Sprite campaign surpassed its objectives.

'In terms of business growth, 2003 Sprite sales increased by 44 per cent compared with 2002,' Ms So said.

'The purchase intention among teenagers for Sprite has increased 16 per cent, and more than 60 per cent and 50 per cent of teenagers have tried the Super Ice and the Super Lemon, respectively,' she said.

Sprite was launched in 1960. The lemon-lime flavoured soda is now sold in 190 countries around the world.

It is the world's fourth-biggest selling soft drink, and is one of nearly 400 brands owned by Coca-Cola.

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Coca-Cola was founded in 1886. Other Coca-Cola brands available locally include Diet Coke, Fanta and Hi-C.

雪碧的Extreme Sensation活動於去年4月至6月開展，旨在紀念兩種新雪碧口味的全球首次亮相，該活動獲得了今年艾菲獎非耐用類金獎。

 可口可樂中國市場總監蘇凱倫表示：“此次活動的理念聚焦於極致的感官體驗，傳達極致檸檬和超清薄荷雪碧口味的愉悅挑戰。”

 “整個活動不僅旨在激發消費者解渴、激活感官，還旨在表達他們的個性。”

 活動由可口可樂行銷團隊和奧美廣告公司共同策劃，透過電視廣告、公車候車亭廣告和店內銷售點展示等形式傳播，全面宣傳雪碧新款冰飲和雪碧冰飲。

 該公司很高興雪碧活動超出了其目標。

 「就業務成長而言，2003年雪碧的銷售額比2002年增長了44%，」蘇女士說。

 她說，青少年對雪碧的購買意願增加了16%，超過60%和50%的青少年分別嘗試過超級冰和超級檸檬。

 雪碧於 1960 年推出。

 它是全球第四大暢銷軟性飲料，也是可口可樂旗下近 400 個品牌之一。

One of the scene of sprite ice tvc.A female is shicking and scrunching her feet after tasted Sprite ice in a cool space, means tvc wish to bring out the extreme chill sensory experience message to customers.