Hasta La Creative!

After several years of experimenting with new campaigns, taglines and ad agencies, Sprite is looking to go back to its roots.

The billion dollar Coca-Cola brand is introducing a new campaign from agency Translation this week, which carries the tagline “For The Thirsty.” The effort is a nod to “Obey Your Thirst,” the long running Sprite campaign that was discontinued in 2010. Since then, the lemon-lime brand has used taglines including “The Spark” and “Uncontainable Game” from Bartle Bogle Hegarty, and most recently, “There’s Nothing Soft About It” from Leo Burnett.

“We were successful [with ‘Obey Your Thirst’], and we said what’s next?” explained Kimberly Paige, associate VP-Sprite brands, of the brand’s move away from that tagline. “In the past few years, we’ve had taglines that have leaned heavily into the product or leaned on the emotional side. Where we are now is the best of both worlds, [the new tagline] speaks to this duality of thirst — the emotional thirst we know teens crave to express themselves and leave a unique mark on the world, and the physical thirst that can be satisfied with Sprite.

Continue reading at AdAge.com