Sprite’s next move?

It’s intriguing to see major internationals revamping their product portfolios – which often involves the three R’s (redesign, relaunch and then resign – the last bit being the brand manager who realises it didn’t work).

I notice that Sprite in the States has redesigned its pack. But why only in the States? Is the brand name not strong enough (with or without the CocaCola umbrella) to gain cut-through with this new, bolder logo? Or are other countries too busy realigning their portfolios to come under the new corporate strategy?

Source: screenshot from www.ebaumsworld.com

Source: screenshot from www.ebaumsworld.com

Time will tell. But in the meantime I’m setting my timer, starting today, to see how long it takes them to roll out this design to Europe… if at all. Will it work?

Alex Woodruff

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