Made a brand matter more to millennial culture by making it a tool to access cool prizes with the right kind of cred.
Struggling to secure retail suppport, Sprite needed a credible way to engage millennials. We found that this target looks up to people who have "changed the game." So we turned to LeBron James, a game-changing NBA star who has made his own way, and gave millennials access to his world through the work of street artists with similar stories of self-made success. We positioned Sprite as a crisp, clear, refreshing all-access pass to LeBron James, with every cap unlocking a prize.
- 240% increase in cap code redemptions - 75% by millennials
- Unprecedented C-store retail support with the top three chains supporting the program in store
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