66
+2%
5,709 $m
Sprite
Sprite’s brand performance has remained solid in the past year, largely due to its leading market positions in China and India. The brand delivered double-digit growth in case volume in the Pacific region in 2011, and is China’s top-selling soft drink. Although there were no new product launches in 2011, Sprite appears to be planning a mid-calorie offering in the US. Sprite outstrips its competitors 7up and Sierra Mist by interacting with its youthful audience via social media contests and online basketball, skateboarding, and flowboarding games. Its bold “Uncontainable Game” campaign, featuring US basketball superstars Kobe Bryant and LeBron James, and Chinese musician and actor Jay Chou, demonstrates the brand’s ability to renew itself. However, Sprite appears to be struggling to find a campaign that resonates with consumers in India. This may spell trouble if lemon-limebased drinks continue to be the fastest-growing category among fizzy drinks in the region.