A Campaign to Remember

ten years ago, Sprite was a laggard niche brand, as seemingly lost in time as its kitschy “limon” symbol, plucked out of the fertile imagination of a dated Madison Avenue era. While competitors like 7 Up attempted to stand out through initiatives like “The Uncola” campaign, Sprite stuck with selling itself as a clear, lemon-lime soft drink in a category of clear, lemon-lime soft drinks. Then came Coca-Cola troubleshooter Sergio Zyman. As a consultant, he turned his attention to the troubled beverage in 1992.