Sprite, the No. 2 brand in the Coca-Cola India family, has changed its tagline yet again. The brand was launched in India in 1999 with the tagline, ‘Sprite Bujhaye Only Pyaas, Baki All Bakwaas’, positioning itself as a no-nonsense brand and basic thirst quencher. The TV commercial featured Lisa Ray bathing in Sprite.
Since then, it has continued with the same positioning, though it changed its tagline to ‘No Gyan – Only Sprite in 2004. A few years later, it changed it again to ‘Seedhi Baat, No Bakwaas, Clear Hai!’ in 2008, which apparently worked well for the brand till now.
The lemon-lime based sparkling drink has now adopted the tagline, ‘First drink, then think, Sprite – University of Freshology’, which reinstates Sprite as a refreshing drink.