Lexis will promote the brand’s long-term links with urban sports and lifestyle, such as the Sprite Urban Games, which is now in its sixth year.
A national campaign will target the brand’s core target market of 16 to 24-year-olds.
Sprite was formerly promoted by Jackie Cooper PR, which ceased to work for Coke after what it described as a ‘creative and strategic breakdown’ in relations (PRWeek, 2 April).
Lexis reports to Sprite PR manager Judith Snyder, the Coke PRO at the helm of the Dasani recall. Lexis continues to promote Diet Coke.