Sprite links with 'urban artist' for appeal to youth

May 15, 2003

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Sprite links with 'urban artist' for appeal to youth

Coca-Cola has hired 'urban artist' Mr Jago to design a series of limited-edition Sprite cans in a further attempt to drive the drink's credibility among UK teens.

The packs, which go on-shelf from mid-May, will be available for three months.

Mr Jago is influenced by 'sound system' culture. His work is popular among youth groups such as skateboarders and participants in extreme sports.

The tie-up was brokered and executed by London design agency Dry.

Coca-Cola has invested heavily in trying to make Sprite relevant to youth.

It has sponsored the Sprite Urban Games on Clapham Common for five years.

Although Sprite's market share dropped in 2001, last year it gained 16%, largely due to Lowe's £4m 'Obey your thirst' campaign, which continues to run. Sprite TV ads feature a goblin-like creature and a voiceover by Kathy Burke.

"The work encompasses elements of music and extreme sports - both areas of real interest to Sprite consumers," said Julia Goldin, consumer brands director for Coca-Cola GB.

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Marketing