Lift's rebrand to Sprite Lemon Plus in 2022 caused some outrage and negative perceptions around Australia. Naturally, there became less awareness of the new brand. This campaign aimed to increase brand awareness and capitalise on social media reception, encouraging consumers to give the new product a try or a second chance.
Challenge: There are either negative perceptions or little knowledge about Sprite Lemon Plus, the successor to Lift, with many people questioning why The Coca-Cola Company would take Lift off the market for a 'downgrade'. Their primary competitor is Solo, the current dominant lemon soft drink, and Sprite Lemon Plus needs to show why it is different.
Target Audience: Consumers of soft drinks, aged 12-30, including school and university students
Deliverables: OOH - billboard, metrolite; and social media
SMP: There's nothing wrong with having a refreshing lemon drink.
