Sprite Stay Fresh Campaign Brazil | Refreshing & Irreverent | Clapboard Ad Archive

Stay Fresh

Description

Launched in October 2019 in Brazil, the "Stay Fresh" campaign for Sprite marks a bold new chapter crafted by Wieden + Kennedy São Paulo, bringing a refreshing twist to the non-alcoholic drinks category through a sensory and irreverent approach. This digital campaign leverages the brand's individual packaging as a symbol of small, refreshing moments that integrate seamlessly into consumers' daily lives, aiming to rekindle Sprite's relevance in a highly competitive market. By redefining the concept of freshness, the campaign breaks away from traditional category codes and introduces a young, irreverent, and nonlinear language designed to resonate authentically with its audience. The creative strategy emphasizes that engaging with the branded content should feel as invigorating and spontaneous as the experience of taking a crisp sip of Sprite itself. Positioned as the foundation of a larger initiative, the campaign sets the stage for a dynamic summer rollout featuring numerous street activations intended to deepen the connection between the brand and its consumers. Through this innovative and culturally attuned execution, Sprite not only reaffirms its promise of refreshment but also captures the vibrant spirit of Brazilian youth, ultimately unlocking new potential and strengthening its role in the daily lives of its community.

Credits

Client

Sprite

Agency

Wieden + Kennedy

Production House

Joint

Music

Evil Twin Music

Motion Graphics Artist

Christian Balzano, Eduardo Barbosa

Vfx Studio

Thais Bonizzi

Executive Director

Regiani Pettinelli

Director

Felipe Paiva, José Ferraz, Ilan Wainstein

Illustrator

Felms, Felipe Paiva, Guma Nutinski

Post Production

Marc Tudisco, YumYum London, Obsedant (Miki Nemcek), Marlos Lima

Creative Director

Felipe Paiva / José Ferraz / Rafael Melo

Executive Creative Director

Eduardo Lima / Renato Simões

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Campaign Proposition

The "Stay Fresh" campaign by Sprite, launched in Brazil in October 2019 and created by Wieden+Kennedy São Paulo, aims to reposition the brand by emphasizing a distinctive and sensory experience of refreshment. Moving beyond conventional category messaging, the campaign promises a fresh, irreverent approach to connect with younger consumers, positioning Sprite not just as a beverage but as a dynamic part of daily life. It leverages the concept of individual packaging as “refreshing drops” that punctuate everyday moments, suggesting that engagement with the brand can be as invigorating as drinking the product itself. Strategically, the campaign addresses a saturated market where competing non-alcoholic drinks rely on similar tropes around freshness. By adopting a nonlinear, youthful, and playful communication style, Sprite seeks to differentiate itself through a fresh language and tone that breaks from traditional, formulaic advertising. This creative angle is rooted in the insight that consumers, particularly younger demographics in Brazil, are looking for authentic and engaging brand experiences that resonate with their lifestyle and cultural context. The campaign lays the groundwork for a broader initiative, with plans for summer activations that will create physical touchpoints to deepen the brand-consumer connection in urban environments. Overall, the strategy integrates digital content with real-world engagement to redefine Sprite’s role in the Brazilian market as a vibrant and relevant choice among non-alcoholic beverages.

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