The objective of the campaign was to introduce Sprite’s “Obey Your Thirst” platform to the Hispanic Gen Z undaunted thrivers. This platform speaks to those who have a thirst for success and are working to turn their dreams into reality. Therefore, the winning formula was to partner with a Hispanic Gen Zer who represents this and create content that creates a positive impact and fuels others to embrace their passions and goals. The content had to have mass reach and scale, so we leaned into TelevisaUnivision’s powerful IP of the hottest youth summer party, Premios Juventud, to distribute this purpose-driven campaign.
A key insight we leaned into that for the new generation of Latino artists, breaking into the music industry comes with struggles in keeping creative control, as labels and producers push commercial visions that often clash with their own artistic goals. They lack resources and support, hindering their ability to promote music and secure opportunities. Additionally, colorism within the industry favors lighter-skinned artists, perpetuating inequality. Moreover, there's pressure to conform to narrow beauty standards, further complicating their path to success. La Cultura en FOCO came to life as a multi-touchpoint campaign that spotlighted an ambassador who is shaping culture authentically and a creative mind that is shaping the looks and refreshing beats that fuel the Latino cultural landscape. We partnered with J NOA – an artist that is obeying her purpose and culture – and Sprite, in collaboration with TelevisaUnivision, to give her the spotlight. We executed a social-first docu-series, leading up to the highly anticipated Premios Juventud, Univision's youth award show. To tell a complete story, we divided the social series into three parts – one focused on her heritage, the second on her musical journey, and the third on achieving success and making it. We captured her heritage growing up in the Dominican Republic, her moves behind the scenes tapping into all the nerve filled GRWM moments, the fashion takes, and the rituals before making her PJ red carpet debut. Through authentic storytelling in each content piece, we unveiled the unique perspectives and contributions J NOA has made, amplifying her fearless spirit as she stepped into the Sprite Limelight. This summer we celebrated diversity, creativity, and the unwavering determination that J NOA has in carving her own path in the world of art and culture with Sprite.
The campaign resonated with Hispanic Gen Z and boosted awareness and engagement. The social campaign surpassed its video views guarantee, delivering a total of 2.8M video views against Hispanics 18-34. We maximized brand recognition by retargeting first-party data and those who engaged with the 2023 campaign, adding a Sprite interest. This approach strengthened engagement and brand awareness by building on previous successes. The overall engagement rate for this campaign was 11.8% compared to our benchmark of 1.27%. It was also 4.4x more engaging compared to our 2023 Sprite campaign. By featuring J NOA, the campaign aligned with her authentic journey and amplified the “Obey Your Thirst” campaign among Hispanic Gen Z. The seamless product placement and vibrant green tones enhanced brand recognition. The cinematic content seamlessly integrated Sprite into compelling visuals, fostering a memorable, emotional connection with the target audience. Overall, this purpose-driven work drove positive impact and grew brand awareness for Sprite.
