For many young adults residing with their parents, finding personal space can be a challenge. Moments of solitude are often interrupted unexpectedly, which can be particularly frustrating.
Introducing Sprite's Knocklace Collection
This summer, Sprite has launched a unique campaign targeting Generation Z with a clever solution to this common problem. The campaign introduces the "Knocklace Collection," a series of high-tech lockets designed by Coca-Cola's Sprite. These innovative pieces of jewelry alert wearers when someone is about to invade their private space, thereby enhancing their personal time.
The Role of Technology in Enhancing Privacy
Developed by the Sao Paulo-based agency AKQA Casa, this campaign cleverly uses humor to highlight the importance of privacy in today's often intrusive world. The ads feature scenarios where the Knocklace proves invaluable: one shows a young woman in a bubble bath, undisturbed thanks to her Knocklace, and another shows a young man enjoying time outdoors without unwanted interruptions.
Raising Awareness Through Influencer Engagement
Sprite has distributed Knocklaces to influencers who are navigating the complexities of adulthood while still living at home. These influencers are encouraged to share their experiences online to foster open discussions about privacy between Generation Z and their parents.
Sprite's "Heat Happens" Platform and Global Brand Refresh
The Knocklace Collection is part of Sprite's broader "Heat Happens" initiative, which was launched in 2022 to offer a refreshing perspective on handling life's daily irritations. Alongside this, Sprite introduced a new visual identity, including a revamped logo and packaging, to unify its branding globally.
Localizing the Campaign in India
In India, Sprite's latest marketing efforts include humorous advertisements featuring cricketer Surya Kumar Yadav and comedian Kapil Sharma. These ads encourage viewers to scan a QR code on Sprite bottles to access jokes, aligning with the brand's "Stay Cool" message tailored for the Indian market.
Sprite's innovative campaign not only underscores the value of personal space but also engages with its audience in a meaningful way, ensuring the message of privacy resonates globally while catering to local tastes.
