In the Latin American market, Sprite has strived to be a soda brand that stands for more than just refreshment. Along with agency Santo, through its “I Love You Hater” campaign, it has positioned itself as a company that supports acceptance for all—even those who have shunned or wronged you. Earlier this spring, for example, the brand was behind an unnerving stunt that put an online bully in a room with 100 of his victims.
Now, with agency Santo, Sprite is looking to build on its purposeful message with a new platform, “No Estas Solo,” which translates to “You Are Not Alone.” The effort relies largely on a series of forums on Reddit, where young people who feel they are alone for a variety of reasons, such as they’re still virgins, they’re flat-chested, they feel like in the wrong body, can express their feelings. Each forum is led by an influencer who has experienced the respective topics. The idea stems from the insight that those in Generation Z feel there are certain subjects they can’t talk to others about.
To determine forum topics, Sprite worked with Google to pinpoint subjects young people frequently searched for. Santo created an anthem film as well as digital banners to introduce the campaign. Clicking onto specific banners will take users into the related forums. According to Santo CCO and Partner Maxi Itzkoff, the campaign aims to evolve the sentiment that began in the “I Love You Hater” campaign into a real and ongoing tool to help young people cope with their troubles by interacting with others in an anonymous, open forum.
According to Maria Belén Colombo, integrated marketing communication senior manager at The Coca-Cola Company, Sprite's "I Love You Hater" effort has led to positive results. It saw consumers engaging with the brand 20 times more than they had previously, with positive sentiment growing by 80 percent. Earned media was also equivalent to 300% of what the brand originally invested.