If ads are any indication of brand's strength, Sprite is in deep trouble. Ever since the brand discarded its
"N o Nonsense " positioning , the brand has been struggling with its message. In that process, Sprite has just become another softdrink brand which promises instant attraction of females.
This summer of 2013, Sprite again went one notch down in the creative execution of the core brand mantra . The tvc is a huge disappointment and virtually kills all the equity that the brand gained through is previous campaign which talked about Sprite quenching thirst and nothing else.
Watch the new ad : Sprite 2013
And just look at the totally boring tagline " Chalo apni chaal " which virtually puts the protagonist as a schemer or a trickster which is just opposite to the earlier positioning of the brand as a no-nonsense drink.
The brand owners should have put some kind of quality standards for India's biggest non-cola softdrink's campaign. These kind of campaigns and taglines are ultimately going to make the brand go down interms of its uniqueness. Now these brands are advertising like deodorants and aphrodisiacs and the primary aim of the protagonist is to get the girl.
Grow up guys, Sprite bujhai only pyaas, baaki sab bakwaas.