Sprite wanted to create a Summer program that leverages Back-to-school shopping behavior that engages both African-American and Hispanic moms and their teens and engages through their mass, value, and grocery distribution channels.
BTS is a difficult time for both moms and their school-aged teens. Parents want to support their loved one’s academic achievement and creative growth. But school is a place that demands discipline and routinely uses marginalizing terms like “underclassman" or “second-string” to define school status.
Our goal was to allow Sprite to invite the target into a meaningful discussion that explores the value of education in their lives. And do it in a fun and engaging way that is culturally credible to an urban lifestyle reality. Free of both limits and labels.