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The Coca-Cola Company - Sprite
A 360 degree integrated campaign to boost brand trials with product gratification enabled with smart vending machines.
Case Study

Sprite, the iconic sparkling beverage brand by The Coca-Cola Company, was able to prove the much-needed rescue from the scorching heat for consumers in Indonesia by reaching them with a refreshing spirit at offline on-the-go purchase opportunity taking them on an unique Grivy supported offline-to-online user journey enabling product gratification at strategically located brand-specific vending machines. With first-party data collection integrated as a part of journey, the brand was powered with exclusive data on new and repeat buyers who participated in campaign, to fuel their future retargeting efforts.

83%
Consumers’ showcased willingness for sharing first-party data achieved by striking the perfect balance in value exchange with relevant promotion.
57%
Conversion recorded by converting trialist into repeat brand buyers.
37%
Campaign participants attracted by reaching them at the right time and place with offline campaign trigger for instant gratification.

The Story

Beat the Heat at a sip’s speed !

Sprite is a sparkling beverage brand by The Coca-Cola Company with a legacy of refreshing consumers across the globe with a burst of tropical flavours carefully crafted by the brand to match consumers’ ever evolving taste. Now, aiming to uphold the rejuvenating spirit of the Gen-Zs the brand has successfully introduce a healthier choice of drink to ease their hustle to beat the heat with a new variant, Sprite Zero.

The Goal

Painting a refreshing Brand Image with Grivy !

Sprite aimed to drive trials for its new variant, Sprite Zero, with a further agenda to enforce the brand as a refreshing rescue to consumers’ everyday hustle in the scorching heat. With Grivy supported offline-to-online campaign, the brand was enabled the unique opportunity to target consumers’ beat-the-heat moments with strategically located brand specific vending machines integrated with an offline trigger to a journey to instant gratification of a refreshing sip of sprite. Further with the Grivy user journey, the brand doubled down on its data collection objective with Grivy user journey collecting first-party data on campaign participants.

The Solution

A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!

The Result

A vending machine to churn 37 % campaign participation!

Sprite accelerated trials for its new variant among Gen-Z consumers with an end result of expansion of brand consumer base with Grivy features of :

  • Offline-to-online user journey unlocking the unique ability to reach consumers on-the-go with a refreshing brand proposition and enabling instant product gratification.
  • Tracking capabilities integrated at each step of the Grivy user journey enabling to assess consumer interactions to optimize the campaign in real-time and drive maximized purchase intent.
  • Customer data acquisition of first-party consumer data validating campaign participants and enabling to identification of the sought-after target segment for future efforts.
  • The total brand equity study revealing consumers’ perception of brand and the impact of campaign on their booming affinity.

Thus the brand was able to reach the right audience the right place and time and take them on an integrated omni channel journey and draw strategic association with well-defined moments for brand desire resulting in amplified brand recognition and accelerated brand trial. With data collected on participants, the brand was enabled to fuel its future strategy for growth.

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