ISSUE | Sprite wanted to launch a regional campaign for its new flavor, Icy Cactus, on a market where it’s very tough to penetrate with new tastes.
IDEA | Try holding ice with your bare hands. It's refreshing, so refreshing it hurts! It's the same when you drink something cold too fast - it's refreshing, sure, so refreshing it gives you brain freeze.
We created a campaign that refreshes everyone, even the toughest out there.