Sprite turns image upside down in Brazil

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RIO DE JANEIRO--Coca-Cola Co. believes it's what's inside thatcounts. Attention is being drawn to Sprite's tagline -- "Image is nothing.Thirst is everything. Obey your thirst" -- by turning the Sprite label upside down.

"By inverting the labels, Sprite is showing the belief in two concepts: self-confidence and honesty. These values have everything to do with young people. What matters for people isn't their appearance but what they have to offer. And we value the product, not just its packaging", says local Coca-Cola Marketing Director Fernando Mazzarolo.

Starting next year, the Sprite brand will be involved in a series of musical and sports events. It's linking with MTV to promote the Arena Sprite, an event that includes ice skating, roller skating and climbing. Sprite is also sponsoring different MTV programs such as Quiz MTV. The lemon-lime flavored drink will also back a band contest in schools across the country called Sprite Symphony.

Copyright October 1999, Crain Communications Inc.

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