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By fusing Olympic fever with gamification, Sprite Baru elevated sampling beyond distribution into entertainment. Fans engaged with playful Olympic-themed gamification, redeemed instantly at Alfamart, and enabled the brand to acquire valuable first-party data. The campaign uniquely connected cultural passion with brand refreshment, fueling nationwide trials, stronger brand equity, and a data-driven path for future growth.
Olympic Spirit Meets Playful Refreshment
Sprite Baru, the newest variant from The Coca-Cola Company, launched in Indonesia during the global buzz of the Olympics. These moments of passion, cheering, and thirst were the perfect cultural stage for Sprite to make its mark. Instead of relying on standard sampling, the brand invited consumers to play. Through interactive Olympic-themed gamification and winner popups, cheering turned into fun, and fun turned into product trial at Alfamart. This blend of cultural relevance and entertainment made Sprite Baru more than just a refreshment — it became part of the Olympic celebration itself.
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Turning national excitement into refreshing trials
The brand’s goal was to capture Olympic passion and transform it into a product experience. By linking playful digital journeys with in-store redemptions, Sprite Baru aimed to maximize trials at scale, strengthen its bond with young Indonesians, and build a consumer database that would support future personalization and loyalty.
A gamified Olympic-themed journey seamlessly drove offline redemption.
Olympic cheers transformed into measurable growth
The Sprite Baru campaign proved that sampling can be more than just distribution. By combining Olympic-moment with engaging gamification, the brand created a refreshing consumer journey that delivered meaningful results:
In collaboration with Grivy, Sprite Baru transformed sports excitement into playful engagement and refreshing moments. The campaign not only accelerated product trials but also strengthened brand equity, equipping Sprite with consumer insights that will fuel continued growth in Indonesia.
