Sprite hopes to 'spark' creativity in teens

ATLANTA Sprite is giving teens a platform to express their creativity through music and film in the brand's first-ever global integrated marketing campaign, The Spark.

“Our research shows that fresh ideas and experiences are important social currency for teens,” said Joe Tripodi, chief marketing and commercial officer, Coca-Cola. “Whether its music, film or sport, through The Spark campaign Sprite is providing an original, interactive way for teens around the world to showcase and share their creativity with others.”

The Spark takes its name from Sprite's newly updated Spark logo, which captures the lemon-lime sparkling beverage's unique ability to refresh and invigorate. The campaign will launch in markets around the world in 2010 and across four continents including Europe, North America, Africa and Asia. North America will lead the global launch with a campaign that embodies the essence of The Spark.

The new campaign is a fully integrated marketing effort that includes TV, out-of-home, digital and mobile applications.