Sprite is collaborating with Jiang Xiao Bai, a white spirit, better known as baijiu in China, to create two new combinations as part of a campaign.
The campaign titled 'Mixing Up Like This', created by MRM//McCann Shanghai, aims to empower Chinese youth to celebrate their individuality through creating these combinations.
The campaign posters feature a youthful couple with a young woman with dyed, short hair, next to a long-haired man with the caption reading “the alternative in other people’s eyes is exactly the kind I alternative I like.”
Another ad featuring a male couple reads, “people say we can’t, but I say no! maybe!” An ad with a female couple reads, “it’s important not to follow suit”.
The mixing of beverages i.e. Sprite with other drinks has been a long-standing tradition in China and its widely known that former premier Li Peng used to enjoy mixing Sprite with black vinegar or red wine.
Bryce Whitwam, chief executive of MRM//McCann said: “Chinese consumers are no longer satisfied with just manufactured flavors. They’re looking for new variances that represent their individual tastes, something easily shared with their friends on social media.”