By Barry Janoff
March 19, 2014: Under the theme, "LeBron (James) has changed the game again," Coca-Cola brand Sprite is releasing a limited-edition Sprite 6 Mix, which the beverage company said was "formulated in partnership with the NBA champion and cultural icon."
The drink, which combines traditional Sprite with a "splash of cherry and orange flavor," according to Coke, comes with full-fledged marketing despite the fact that it will be available for a short time.
The campaign will be anchored by TV and digital videos showing "James and his marketing team during a real working session at LRMR offices (in Akron, Ohio), billboards, Internet and social media including Facebook, Twitter, Instagram and Tumblr.
In addition, Sprite said that consumers can enter cap codes from each bottle of Sprite 6 Mix online at Sprite.com/6mix or via text to redeem instant rewards, including LeBron street art wallpapers, music download codes a signed LeBron James jersey, autographed cans, UNKNWN apparel and gift cards.
A dedicated Web site offers such platforms as music, style and basketball inspired by James.
The 20-ounce bottles and 19.2-ounce cans themselves could also be considered collectibles. They a feature a custom logo with James’ name, jersey number, initials appear and a special “6” with a crown integrated to represent his “King James" nickname.
"LeBron James is the perfect partner to bring our fans new product innovation," Kimberly Paige, associate vp-Sprite Brands, Coca-Cola North America, said in a statement. "We've enjoyed an amazing relationship with LeBron since he entered the NBA in 2003, and we're proud to have him contribute to Sprite in a meaningful way that we know will excite Sprite lovers and his fans."
According to James, “Growing up drinking Sprite, I never imagined I would have my own flavor someday. I had a great time working with the Sprite team to turn my favorite flavors into a pretty cool variation of one of my favorite brands. I’m proud of what we created and I’m excited for my fans to try it.”
Back to Home Page