Sprite launches its latest consumer initiative for DLF IPL

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Associate Sponsor and the Official Pouring Partner of Kolkata Knight Riders (KKR) today announced the launch of a Special edition ‘Sprite Kolkata Knight Riders’ bottle. The latest initiative is a part of brand Sprite’s larger consumer engagement program to leverage the second season of DLF IPL, 2009. The limited edition PET bottles will be made available with insignia of key players of the Kolkata Knight Riders team. Consumers have a twin option of choosing either a Sprite bottle featuring Saurav Ganguly, Ishant Sharma and David Hussey or one with the insignia of Saurav Ganguly, Brendon Mc Cullum and Murli Kartik. Sprite’s no-nonsense, honest and cut-through attitude complements KKR’s competitive spirit and official theme, “Korbo, Lorbo, Jeetbo Re” (To Do! To Fight! To Win!).

Complimenting the packaging innovation, Sprite is also rolling out a special ‘Kholega Toh Milega’ digital initiative in association with Kolkata Knight Riders and Nokia. The innovation aims to connect and engage with the youth across the country by tapping into their key passions – Cricket and Mobile phones.

As part of same initiative, consumers just need to drink their favorite soft drink- Sprite and look out for a unique 9 digit code under the crown / behind the label and SMS the code to 58558. Additionally consumers also have the option to Call 186 0233 2233 and register the unique code through an Interactive Voice Response System (IVRS). Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the Kolkata Knight Riders team. In addition, consumers also get a chance to win a Nokia mobile phone every hour till 19th June ‘09. The entire initiative is applicable on 200 ml, 300 ml returnable glass bottles (RGB) and also on all PET packs of Sprite.

To create awareness about ‘Kholega Toh Milega’ digital initiative, the company would also be launching a mass media campaign featuring Shahrukh Khan, owner Kolkata Knight Riders, to be telecast on all the leading TV channels across India.

According to Srinivas Murthy, General Manager- Marketing (Flavors), Coca-Cola India, “Over the years, Sprite has grown to be the largest selling sparkling brand in the clear lime segment. Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, we have launched a special edition ‘Sprite Kolkata Knight Riders’ bottle. In addition, as part of our 360 degree consumer engagement program, we are also rolling out the ‘Kholega Toh Bolega’ digital initiative. I am confident that all soft drink consumers would find this entire initiative appealing.”