THE THROWBACK IMAGE, WITH THE SAME GREAT AND REFRESHING TASTE!
-Company Name: Sprite-About the company: Owned by Coca Cola. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come.
Project: Re-brand SpriteBackgroud: Became market leader in the lemon lime soda category in 1989. Started as Bubble Up, lemon lime soda, later became Sprite under the Coca Cola brand.
Unique Selling Proposition: Utilize Throwback -Clean and Simple Taste and Image. Objective/Goal: Change the Sprite image/logo to truly capture the target audience of todays market.Visual Appearance: Clean, hip, sexy, retroTaglines: Lymon Drink it if youre real. Drink to ex-press.
Call to Action: Focus our design to appeal to the soft drink consumers and promote self expression to secure Sprites future. Be who you want to be!
Expanded Target MarketAge: 25-55
Location: United States
Income Level: $40,000 $60,000
Social Class: Middle Class
Occupation: Blue Collar Work
Education: High school/College
Marital Status: Married
Hobbies: playing sports, playing instruments/listening to music, remaining active, doing what you love to do (being yourself)
Strengths Excellent Branding, Distribution, and Availability
Weaknesses Drinks not popular with health conscious people, unhealthy
Opportunities Leverage Coca Cola Brand, Ad-vertising, Buy Out Competition, Brand Recogni-tion
Threats Other Soft Drinks, Boycott from Health Conscious consumers, Substitutes