Coca-Cola Brazil recently launched the ‘Refresh Your Ideas’ campaign to promote Sprite in the region, a campaign geared towards harnessing creativity and design from consumers.
Urban graffiti artists Big Bruno, Fefe Talavera, Jotapê and Nina Moraes launched the project by applying their considerable paint skills to four large scale chimneys, each one depicting a different Sprite can created by each designer.
Visitors to the Brazilian Sprite website are being invited to get creative around one of the four varieties of Sprite, embellishing their chosen can with a variety of design elements and creative tools . The celebrity artists will then select 10 winning entrants who will each receive a Sprite branded Xbox 360 console.
In addition the artistic talents of four lucky winners will also be featured on limited-edition Sprite cans to be launched in summer 2011.
The concept apes a similar campaign for Mountain Dew in the US which is pairing up artists and Skateboard retailers to design the soft drink's packaging as part of its Green Art Label program. Both promotions manage to empower local creativity by recruiting artists and designer that are close to home, as well as enabling consumers to get hands on with product. In this way the campaigns reinforce the message that the brands are both cultural relevant and, in many ways more importantly, a product of the people.