Target Market of Sprite

Let’s talk soft drinks. They are literally suitable for any occasion. Imagine all of these scenarios: lunch on the go, a family dinner, or even a party. Yes, even a party, add some alcohol, and a soft drink is a way to go. Those drinks have been around for ages and they keep being relevant. The ingredients of those, the flavor, and the look are pretty much identical to the initial drinks. So, how do soft drink companies stay so consistent and successful even after all this time? With the example of a specific company, we are going to uncover the answer to that question. In this blog, our theme is Sprite.

To begin with, we are going to analyze one of Sprite’s campaigns.

Over the years, Sprite has come out with way too many campaigns. Most of them have proven to be worthwhile. They are pretty catchy, greatly conveying the hidden message. Although, it is not so hidden, since ultimately it gets unraveled.

The campaign that we are going to be paying specific attention to is called ‘Let’s Be Clear’. Interestingly enough, this campaign is the company’s initial global campaign. Hence why it is so powerfully done.

The target audience of this campaign is generation Z members.

As it is a global campaign, it is available in over 50 countries. Other than that, though, of course, the company benefited from its social media platforms. That means that even in places where they did not air this video, lots of people have possibly seen it.

So, what is this video all about?

We at first witness a girl going home probably after school. ‘Some days are heavier than others’ is what we see on the screen. Pay particular attention to the word ‘heavy’ because it holds a massive role throughout the remainder of the video.

As soon as she gets home, she picks a bottle of sprite up from the variety in her fridge. Once she feels energized enough, she throws her heavy backpack on the table.

That is when we get introduced to another character. Again, he is most probably a high schooler. Because we have already gathered that the target audience is Generation Z.

Once the boy throws his bag on the floor, we visit another person. That house literally turns into a disaster since we see everything breaking. But ‘no heavy day can stop us’ as it is suggested on the screen.

This generation is ready to conquer the world. It truly does not matter that the path to it may be full of challenges. We see the first lady working in front of her computer. The boy after her is playing basketball, and highly succeeding in it.

And in the end, we see the campaign’s name as a wrap-up.

This campaign is incredibly motivational.

Generation Z has grown up at an age of social media. People are well aware of the mental hardships that social platforms can bring. Constantly being in comparison with unrealistic pictures of other kids has taken a toll on these people’s lives.

So it is much easier for Generation Z to give up on their dreams, and get discouraged after one failure. That is all this campaign has taken into consideration before doing its job.

Earning money is good and all, but it is never the prime and only goal of a well-developed company. Sprite’s sales are pretty fine. What Sprite wanted with this campaign was to act as a wake-up call. So for any gen-Z-er out there that is reading this, do not lose your hope.

It is alright to get one bad grade, or not get a job instantly as you are on the search for it. Keep your head straight and move forward. Because as we have just learned, some days are better than others. But those bad days should never stop you from your goals and dreams.

So, let’s simply be clear.

Now, we are going to talk about the positioning strategy of Sprite.

So, Sprite has way too many slogans to choose from. “Naturally Tart”, “Ice Tart Taste”, “Taste Its Tingling Tartness” are among those. As you can see, lemon tarts are the inspiration behind the taste. This drink is supposed to make it feel like you are taking a bite of a delicious tart.

But the slogan that we are going to concentrate on is “There’s a delicious ray of sunshine in every drop”.

We can perceive it quite literally. Every sip is delicious with the same amount of goodness. That is the straightforward meaning behind the statement.

But if we look at it differently, it is pretty much equal to enjoying every life moment. Life is too short to get miserable or even ignorant towards whatever we are given. So, being in continuous drive with the treasures that we see every day is important.

The campaign is even somehow connected to this slogan. Because the campaign was all about not breaking down from hard days. While this slogan is all about appreciating everything that you can.

Pepsi is doing great with continually trying to prove its point and values.

The last topic that we will be covering in this blog is the segment that Sprite has chosen to target.

Let’s watch the following video to help us do so.

Sprite has collaborated with Lil Yachty for this advertisement. He is an American rapper, singer, songwriter. And guess what? He was born in 1997. This means he is a Generation Z representative himself.

We can clearly understand that it is winter, or, in other words, a Christmas commercial. The reason is that the tune that we hear sounds so familiar.

Lil Yachty is simply sitting in front of a piano and performing a song. Which is pretty self-explanatory and typical of singers.

Now, what can we infer from this ad?

The first hint is originality. Sprite is so focused on Generation Z. The latter is the chief target of the company. That commitment is so deep, that even as we can see now, the people chosen for commercials represent that community. That sort of acts as the individual and original approach of the brand.

Of course, goal orientation is another thing that we get from this video. This young artist puts music out there but of course, it is not easy. There are many layers that go into the process before getting to the destination of success. Yes, the performance of Lil Yachty seems effortless in the video. However, that is what we see, we do not follow the process beforehand. And that, itself is interconnected with perfectionism, which is another hint.

Perfectionists are great at hiding certain aspects of their lives. When you look at them, it feels as though they have always been that successful. In reality, obviously, all of those achievements have taken time.

Is there anything more that you need? At this point, it becomes obvious that the segment that Sprite has chosen to target is Peacocks.

What do we know about it?

Lifestyle and values:

This segment is one of a kind. Peacocks strive for originality and individuality. There are tons of ways to reach it. One way is through an outstanding style, outfits that most people would not wear. Then, there are other obvious variants such as hobbies and interests. This segment does not go for mainstream hobbies. They choose something specific to themselves. And all of that makes their personality original. One way or another, Peacocks are something else.

Of course, being obsessive about perfection may sometimes leave one with insecurities. But for Peacocks, those insecurities last only a split second. They are pretty confident and small losses will not take away from their spirit. For instance, if they have a hard time at work, the ultimate work ethic will not fail from it.

With perfectionism comes a lot of success. This segment continually works on achieving fresh milestones. It does not come easily, however. It is all about a gradual process, and it does not hold Peacocks back. Let them set a goal, they will get there. They smartly divide their goal into small steps. Thus, every next stage almost acts as a reward.

This segment is not one to be ruled by others. Sure, at school and university they learn from their instructors. And they always keep learning from most people in their lives. However, once they get a job, they are never going to settle in place. They have to be the best at what they do. They have to get every single promotion. And that pattern continues up until they reach the top, and are leaders.

Of course, under a successful career is the desire for good earnings. Other than having fun, growing, and being integrated into an intelligent community, money is also important.

And with their ambition Peacocks manage to earn a great amount of money. However, they are slightly bad at managing it. For example, every now and then you will see a Peacock purchasing something expensive that they do not need. They like miniature things because they do not seem like a big deal. They act more as rewards. However, they are also pretty pricey most of the time.

And that unintentionally careless approach leaves Peacocks in an undesirable state. Sometimes it feels like they are living their lives paycheck to paycheck.

Brand usage:

So, as we mentioned, Peacocks really like rewarding themselves. And what better reward than a luxury item? This also feeds to their obsession with standing out. Even if they utilize a small accessory, it is something meaningful and different than others. Dressing up uniquely is one of the common reasons why this segment shops a lot.

Even though this segment is pretty wealthy, they will double guess luxurious purchases sometimes. Most people prefer either quality over quantity or the other way round. But this segment is different in that aspect as well. Peacocks pay particular attention to the quality of the product before buying it. But it is also important that they have a few options to pick from in their wardrobe. Thus, both quality and quantity are meaningful for Peacocks.

So what they do is they still buy luxurious items. But they are on the catch of discounts and special offers.

Being different does not mean not following fashion trends. Peacocks love to incorporate modern trend inspirations into their style. They typically stay up to date with new trends through social media consumption. This, in turn, once again proves that this segment is intact with lots of shopping.

Once Peacocks find their favorite brand, they stick to it. This segment is highly brand loyal. So while establishing a brand, remember Peacocks.

Other interesting facts:

It is not just style that maintains the good-lookingness of Peacocks. They also constantly run to the gym to stay in good shape. This segment loves meeting new people and the location of meeting them does not really matter. It could be the gym, a cinema, pubs, and restaurants. For staying in touch with the world and their friends, Peacocks consume media and social media respectfully.

And there you have the Target Market of Sprite, an incredibly fascinating company. In this blog, we did a deeper dive into its marketing tactics to see how it maintains its success. More specifically, we analyzed one of its campaigns and slogans. And we also looked at a particular ad that uncovered the segment that Sprite has targeted. For more blogs like this about many other companies, make sure to check out our main website. There we constantly come up with something new.