SPRITE Zimbabwe has launched Heat Happens campaign, a Coca-Cola global initiative encouraging people to stay cool in heated situations.
The global marketing initiative, launched in May 2022 and targeting Gen Z, the young generation aged between 12 and 35 years old, aims to appeal to this audience by featuring humorous and relatable scenarios where people face physical or mental stress, such as waiting in long queues, losing Wi-Fi connection or eating spicy food.
“Heat Happens invites fans to step back and enjoy a hit of refreshment with Sprite when faced with such situations. Gen Z is living in a world that’s more heated than ever before, physically and mentally, and looks for ways to cool down and clear their mind,” Coca-Cola marketing manager Zimbabwe Barry Otieno said.
“The Heat Happens seeks to give the consumer power to overcome, cool down in whatever they are going through and at the same time bringing in the elements of fun which work hand-in-hand with our belief as Sprite.”
The campaign rewards customers with the ability to cool down and ease their problems whether at home or on the go.
“Heat Happens is not simply a tagline or a one-off campaign: It is a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola trademark,” Otieno said.
Through the campaign Sprite has introduced a new visual identity, with a revamped logo and packaging design that emphasises the brand’s natural flavours and sustainability commitment.
Coca-Cola Zimbabwe franchise manager Archbold Ndlovu said once a global campaign is launched, the next step was to domesticate it.
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“The first-ever global brand platform for the lemon-lime soda with a new, refreshing taste, which aims to provide a consistent consumer experience around the world, introduce a new younger audience to the brand and offer them exciting experiences by tapping into passion points,” he said.
