| Sprite: the Yard |
 Sprite’s position is “Freedom from Thirst”. What do youth thirst for? The knowledge of how to become hip hop stars, artists, designers, etc.
Our Musicology strategy involves using five well-known and successful stars as Sprite ambassadors. Their task is to facilitate hip hop workshops nationally for urban youth consumers. The workshops give aspiring artists, DJs, graffiti artists and fashion designers the tools with which they can further their careers. Each 45-minute workshop is based on the ambassador’s real life experiences and is both informational and inspirational. The workshops are a prelude to a concert at which the ambassadors actually perform - putting into practise what they have just preached. The national concert tour features the best of SA’s hip hop artists as well as regional emerging artists. Recorded excerpts from the workshops and the concerts are used as inserts in Sprite-sponsored hip hop radio shows. The Sprite Yard programme gives new meaning to the role of brand ambassadors in the retail world, helping to create a more meaningful and enduring relationship between Sprite and its consumer base. |