Sprite

Cinema creates brand affinity.

Executive Summary

Sprite wanted to measure recall of the Sprite ad among cinemagoers and to test their depth of understanding towards the ad.

Background

Sprite felt that cinema provided the perfect opportunity to test cinemagoers' brand affinity within their targeted audience and therefore be able to monitor their views towards the Sprite ad and how the ad's environment (cinema) effects these views.

The Solution

Sprite ran two bursts of activity on cinema showing a creative that had not previously been shown on terrestrial or satellite TV. The first burst was a nationwide general package that ran from Feb-Aug 2003. The second burst was cinema specific and ran for 5 weeks from 10th Oct-13th Nov 2003. Fieldwork took place on 12th-14th November 2003.

Sprite capitalised on:

• The impact of the big screen at capturing the audience's attention
• An audience who, as cinemagoers, appreciated that the creative was unique to cinema
• The unique cinema environment where the consumer becomes involved in the brand.

Research was conducted by MORI on behalf of CSA.  Interviews were conducted among a sample of cinemagoers aged 16-24 exposed to the ad on the big screen. Respondents were recruited in the cinema and contacted by phone the day after having the opportunity to see the ad. 

The Results

20% of cinemagoers spontaneously recalled the Sprite advert.

• Sprite was the most recalled ad on reel
• Almost three quarters of interviewees recalled ad after direct prompting
• Brand message effectively communicated to 83% of sample
• Over half of sample remembered the 'thirst' part of the strap-line
• 48% strongly agreed with the statement that 'Sprite tells you the truth. It doesn't pretend to be something it's not...'
• Cinemagoers felt the Sprite ad was 'truthful', 'funny', 'positive about the brand', 'relevant' and 'original'

Research Agency:    MORI
Campaign Date:    Feb-Aug 2003, Oct-Nov 2003
Cinema Campaign:    Cinema and TV, Cinema only
Media Mix:    Cinema, TV