• Ad Age, Friday, May 19, 2006 12:31 PM

Sprite has traded agencies--Ogilvy & Mather for Crispin Porter & Bogusky --and marketing strategies--hip-hop for an updated take on the brand's roots--in an effort to stop its yearly decline in sales. Targeting teenagers, the campaign debuts May 23 with an updated logo, cinema ads, and a viral campaign. A voiceover in one of the five cinema ads states: "Welcome to 'SubLYMONal' advertising. For best results, do not blink." The ads follow the M.O. of agency Crispin Porter & Bogusky, known for its male-centric ads for brands such as Burger King, Volkswagen and Miller Lite.

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