Sprite's teen ads boost sales in Philippines by 15%

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MANILA--Coca-Cola Co. soft drink brand Sprite has seen sales increase in the Philippines by about 15% due in part to new TV and radio ads that focus on teenagers' spontaneous reactions to given situations, according to Brand Manager Alex Panlilio.

Without citing specific figures, he noted that Sprite's market share has been "hitting all time highs," adding the soft drink is currently the second top-selling brand in the Philippines after Coca-Cola.

The campaign has been so successful that bottlers in other nations are likely to adopt the Philippine Sprite campaign, Mr. Panlilio said.

Created by the local office of McCann-Erickson Worldwide, the ads revolve around spontaneity as a virtue. The basic idea, according to McCann creative writer J.B. Tapia, is that there is nothing wrong with being yourself and expressing what you feel.

Sprite launched two ads using youth as their theme. The first ad showed the natural reaction of teenagers when they are with the persons they love.

The other ad displays the disappointment when things don't go as planned. In the ad, a young man is bent on wearing a jacket and a ski cap to look fashionable, only to discover that it's a sunny, warm day.

The ads also use a Tagalog slogan, "Magpakatotoo ka, brother," which in English means "Be true to yourself." This slogan has become a byword of sorts in the capital.

Copyright July 1999, Crain Communications Inc.

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