Sprite, which has been in the Chinese market for 38 years, began to appear in the Chinese market with a new image, which is also the world premiere of Sprite's image upgrade. The Beijing Youth Daily reporter learned that the new sprite products with a new and upgraded visual image will be listed on various channels in China. While innovating and launching a new brand image, Sprite has also launched two new sugar-free products on the basis of the original classic original taste, bringing new choices to Chinese consumers.
As the world's premier market for Sprite's image upgrade, Sprite's new packaging in the Chinese market eliminates unnecessary details by highlighting iconic brand elements, making "Sprite" more recognizable, subverting traditional concepts while establishing a new visual image of "Sprite", which is young, modern and bold. At the same time, Sprite not only redesigned the trademark, but also adjusted the label, bottle cap and secondary packaging, which can be described as a comprehensive transformation and upgrade of the brand image.
As a global brand worth more than a billion US dollars, Sprite's dress-up in the Chinese market is a new visual design upgrade under the guidance of Coca-Cola's global design team. Rapha Abreu, Global Design Director of Coca-Cola, said: "The new Sprite brand image, with its classic green packaging, will convey the brand concept in a dynamic, unique and modern way, encourage consumers to express themselves, and lead Sprite to always remain young and cool. Jasmin Vinculado, president of Coca-Cola's global flavored soda category, regards Sprite's new packaging design as a major effort for the brand to communicate with young people in depth: "In line with the values and aesthetics of Gen Z consumers, Sprite's new brand image has been boldly simplified in design, and we believe that we can win the favor of more Chinese consumers." ”
Sprite is one of the important brands under Coca-Cola's all-category strategy, and China is Sprite's largest market in the world. The launch of China as the first market for Sprite's new visual system undoubtedly shows that Sprite attaches great importance to the Chinese market and Chinese consumers. Liu Yuyun, vice president of marketing of Coca-Cola Greater China, introduced that in order to let Chinese consumers understand Sprite's new packaging faster, Sprite will carry out rich and diversified marketing activities in the Chinese market around the new visual system, relying on Coca-Cola China's strong system synergy and network-based organization.
At the same time as the dressing change, Sprite also responded positively to the rapid rise of the sugar-free category, not only adding new sugar-free varieties, but also improving the recognition of sugar-free packaging. This time, Sprite upgraded the sugar-free product line from the original one to three models: retaining the original Sprite sugar-free original taste, upgrading the Sprite sugar-free fiber +, and launching a new Sprite sugar-free lemon mint flavor. The updated packaging design also makes Sprite's sugar-free series easier to identify than ever before – in the new Sprite, the white logo continues to be used for the original Sprite, while the black logo represents the sugar-free series.
Text/Beijing Youth Daily reporter Zhang Qin
Editor/Fan Hongwei