5. Sprite (69)
Sprite UK’s ‘Rediscover Sprite’ campaign – to support a new formulation with Stevia and one third fewer calories – shows responsiveness to consumer concerns over high sugar levels in sodas, while in the US a 27-year NBA deal continues to associate the brand with basketball.
“Its new global campaign, ‘Obey You’, encourages teens to follow their personal truths, forging connections to the brand perception of fun and youthfulness, but also follows the controversial strategy of targeting a younger demographic,” Interbrand writes.
The Sprite brand grew solidly in 2012 and remains the No.1 soda brand in China, but Interbrand warns that the brand (+2%, %5.811bn) have to tweak its global strategy further to properly address health and marketing concerns.
(Picture Credit: Hyper7Pro, Flickr)