A McCann-Erickson Argentina client, Coca-Cola, sought to relaunch Sprite to boost flagging sales.

• Created a promotion with well-known TV star, Adrian Suar (Poliladron) and integrated Sprite into the fabric of the program.
• Made Sprite a part of the story.
• Backed the integration with a contest that referred to the program and which put the winner in the program itself.

Initial sales spiked 30% monthly and remained at that level for three months. The campaign –created by the media department—won several awards in Argentina.