Sprite turns to influencers and experiential in its bid to connect with younger consumers

Sprite has enlisted Hit Network drive hosts Hamish Blake and Andy Lee and a team of influencers to create 10 new videos as part of a content push for the second round of its ‘Cut Through the Heat’ campaign.

The brand’s push to connect with younger consumers includes a Hamish & Andy radio segment ‘March of Awkwardness’, which gets listeners to share their awkward moments and then gives tips on how to deal with them.

It comes as the brand launches another 10 online videos that show people in awkward moments, including one with a man suffering a fail during a presentation but being saved by brand character Sprite Saver.