Sprite Campaign Advertising Analysis
When I am thirsty, I look for something that will satisfy my craving with the first
drink. That is why I choose Sprite. Sprite is able to replenish me instantly with its tangy
sweet taste and eliminate my thirst. Wikipedia states, "Sprite is a soda company that
Sprite originated in Germany and Produces a "lymon"-lime soda." In their advertisements,
they use the slogan of, "obey your thirst." In some of their newer commercials, they use a
little action figure looking character with an Afro. The targeted audience they are trying to
capture is uninformed in the older commercials, but in their newer commercials, by using
a trendy little character, they are reaching out to a younger audience. By targeting a
different age audience in each commercial, they are able to create a very successful
campaign. Sprites advertisements are effective.
First, Sprite uses pathos, emotional appeal, in their advertisement. The way they do this
is, they remind you of how you feel when you are thirsty. They assure you that if you drink
Sprite, it will quench your thirst better than any other drink. To insure that their product works,
they include how you feel after drinking Sprite. They also use the feeling of being really hot
and exhausted to make you want to drink it too. By using an emotional appeal, they capture
their consumers.
Secondly, Sprite uses plain folks in their ad. They use plain folks by not having any
celebrities in their commercials. By only using normal everyday people in their ads, they are
able to create the feeling that you can be just like everyone else if you drink sprite too.
Third, Sprite uses bandwagon in their advertisements to gain customers. By using
repetition, they create the idea that because hearing it repeatedly, that everybody drinks it. By
repeating the phrase, "obey your thirst", they are able to program Sprite's name in your head.
From that point on, when you get thirsty you will automatically crave Sprite. Bandwagon
creates the feeling that you will fit in and be liked by others participating in the trend, if you
yourself participate in it.
In conclusion, Sprite is successful with their campaign. They make millions of dollars a
year from their sales. By using emotional pleads, repetition, bandwagon, and targeting different
age groups; they are able to gain the trust of millions of people, causing them to go to Sprite to
satisfy their thirst. Sprite is able to create very successful advertisements with these techniques
and will continue to make millions for many years to come.