Sprite targets the not-so-ordinary youth


April 14, 2010 – To spark fresh thinking on a world of endless opportunities just waiting to be unleashed… that’s what Sprite wants to do in Kenya.

And it’s about time too! With the rate of unemployment as it is and parents rarely ever home, Kenyan youth are at that point where they need some direction; some outlet for their creativity, which if you look at very closely, is almost revolutionary.

“Some of the things youth are doing in their estates are absolutely phenomenal,” says Maureen Sika, Brand Manager at Coca Cola East Africa.

“The graffiti, the skills in terms of basketball, dunking, free-styling; all this creativity needs some kind of outlet, and that’s where Sprite comes in. We want to tap into this market and steer them positively, so they can make something great out of their lives,” she told Capital Lifestyle.

Sprite has launched a new campaign in tandem with their new logo, to encourage youth to ‘embrace exploration’.

Teens and youth have unprecedented access to technology and information which has empowered them like never before, Sika feels.


“Fresh thinking and ideas are the new social currency! We know the Sprite drinker is someone with self belief and optimism, those who revel in their non-linear lives. This is the basis of our sponsorship,” she said.

Sprite will have ‘Slam Tour’ that starts mid next month, which will include activations in various areas where mini-competitions in Freestyling, Dance Offs, Graffiti and DJing will take place. The events will be open to teenagers, campus students, the basketball fraternity, and even media houses.

“The basketball will be 3 on 3. In each category, the winners will receive a cash prize.”

“There will be face-offs. Contestants will be required to put what they have on the table, and in fact some of the people who will be involved in the MC, DJ and graffiti events are very very talented,” adds Sika.

To top it all Sprite will also host a National Basketball Youth Movement starting mid-next month. SPRITE_NEW_LOGO_345103601.jpg

“This is open to ladies and gents between the ages of 16 and 24. The basketball slam regional games will be happening in Nairobi, Eldoret, Kisumu, Kisii, Mombasa and Nyeri,” explains Sika.

The full-of-attitude soft drink is looking to cash in on the spunk of youth from all over the country. This ad is proof enough…http://www.youtube.com/watch?v=mqTO2j178a8&feature=related.

 The first event is on this weekend at the University of Nairobi grounds, April 17 to be precise. DJs, Freestylers, Graffiti artists, slam dunkin’ basketball… Do you have what it takes?

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