Post Miles Thirst, Coca-Cola Co. is about to refresh the drowning brand (after all it does not want to be a category winner after all for ever) called Sprite. A new DVR oriented advertising campaign with the theme, Sublymonal. Yes, you have read it right, it’s not subliminal and there is nothing concealed about it. The ‘LYMON’ is erected in caps, so there is no way you can avoid the lemony feel of it.
The TV commercial starts with this voice over, ‘Welcome to Sublymonal advertising. For best results, do not blink,’ and tells you that they are ready for DVR.
Viewers will record the ads and if they watch the ads slowly they will find embedded content in it including some codes. To receive the content, codes have to be entered into the web site. The ‘Obey’ campaigns end with the copy, ‘Sublymonal message complete.’
The brand wears a new silver, blue and green packaging. Crispin Porter + Bogusky has created the TV campaign.
