For Sprite’s #ILOVEYOUHATER campaign, our objectives were three-fold: increase brand awareness and boost transactions, become a badge brand for GenZ by being relevant, and create a one-of-a-kind experience while also reinforcing Sprite's product intrinsic qualities:
1. Transparency (owning who you are)
2. Refreshment (acting spontaneously and creatively)
3. Lemon-lime acidity (witty humor & touch of irony)
We wanted to become a badge brand for GenZ so we needed a way to involve ourselves in one of their most hot button issues: online bulling. In order to be relevant we knew that we needed it to be as real as possible.
Using Twitter data, we developed and trained a custom machine-learning algorithm that helped lead us to the protagonist of our story, our hater: @AguanteElCofler.