Sprite’s positioning was all about no nonsense, straight-talking youth engagement,
refreshing in an environment filled with meaningless clutter, false promises and social
pressure to conform. We told it like it is in the heartland of censorship, Saudi Arabia,
with a hard-hitting comedy show broadcast on YouTube, and we continued the
conversations on Facebook and Twitter. 10 million video views and 1 million new fans
helped drive a sales growth increase from 2 to 15%.