5th December, 2003
"SPRITE ON FIRE"
"SPRITE ON FIRE"
Worldwide debut in Hong Kong with a burning ginger sensation!
Hong Kong,
December
05, 2003 -
After the successful launch of Sprite Super Lemon and Sprite Ice in April this year, Hong Kong consumers are once again the first to enjoy another unique and exceptional new Sprite flavor - Sprite on Fire, with a unique burning ginger sensation.
Sprite on Fire is the latest line extension addition of the Sprite brand unique to Hong Kong. Leveraging a concept that focuses on extreme sensory experiences, Sprite on Fire is characterized by its wild hot and spicy ginger taste; it is designed to awake every taste bud and blast your sensations from your throat to your heart during Hong Kong's chilly winter season.
Karen So, Marketing Director of Coca-Cola China Ltd., said, "With the overwhelming success of Sprite Super Lemon and Sprite Ice launched earlier this year, we are extremely confident that Sprite on Fire will especially appeal to and be supported by Hong Kong's young adults who are always looking for something new and exciting. In addition, we are also proud to announce Hong Kong is the first in the world to introduce the ginger flavor, further creating excitement among local consumers. Based on the consumer research we carried out before the official kick-off, the findings showed an extremely positive response as nearly 90% of those who tried it were happy with the new product."
The launch of Sprite on Fire will be supported by an integrated marketing program featuring the scorching hot and flame-red image. Moreover, the official kick-off of the campaign will debut a TV commercial which highlights the uniquely hot and fiery feeling of Sprite on Fire, and it also successfully helps to deliver the message of young adults who desire to express their own attitude and personality.
Sprite on Fire will be available in 355 ml cans (individual and 8-pack), and 500ml PET. The products are available in all venues including supermarkets and convenient stores starting in December.
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