If they throw a stone at you... - marketing secrets blog

A year ago, Sprite launched its anti-hate campaign in Hungary.

Last January, after the infamous Coca Cola divisive advertisement, I saw the Sprite campaign in the subway. I remember stopping in front of the illuminated city light and my inner photographer immediately emerged. It's a professional hazard that I can't walk past a poster without checking if it's okay from a photographic or any other quality perspective. On the city light, there was a very nice boy with a charming smile, whose face was heavily tattooed and adorned with piercings in several places. I even nodded in appreciation. An unconventional model, appropriate brand and product placement, correctly sized letters, and a catchy message. The slogan was: „Quench your thirst! Not me!” However, I liked the (sponsored content) hashtag the most.

The „Iloveyouhater” hashtag encapsulates a message that is particularly relevant in today's digital world.

On the internet, everyone has the opportunity to form opinions about others without a face, without filters. Social media allows haters to express themselves under the content we post. The Sprite campaign aims not only to sell a product; it has a much nobler goal. It speaks out for those who are victims of harassment or hate, and against those who hurt others. Additionally, it encourages young people to embrace themselves, even if they differ from the average, because diversity is interesting, beautiful, and lovable.

Sprite invited several influencers to openly talk about the unpleasant atrocities they have faced. People from various fields equally struggle with hate, but they stand up and openly discuss this important topic. The characters are specifically lovable, talented individuals who share their experiences with us. The advertisement operates with many close-up shots, which greatly aids in the immediate sympathy for the interviewees. Among them are a freckled boy, a slim girl, a pole dancer guy, a Chinese, a tattooed, and a gay young person.

For a few frames, we get a glimpse into what causes them to be bullied, into their world. Sprite also shows the hate comments, giving us an accurate picture of what these people go through day by day.

In the Hungarian advertisement, three young people: Bence Csalár, stylist and fashion journalist, Kitti Szász, freestyle football world champion, and Barbi Magyar, pastry chef, tell us their stories to the musical accompaniment of „All you need is love”:

As a result of the advertising campaign, many shared their stories online in various forms. I found a lot of written and visual solutions on social media on the topic. However, I liked the musical reactions the most, which can all be found on the largest video sharing site. The bands sat in front of the camera, and hate They compiled beautifully presented, specifically enjoyable songs from comments, creating smiling moments for the recipient.

Sprite effectively utilized its opportunities to shed light on an important topic, thereby ensuring the brand's popularity. In Argentina, as part of the campaign, a very strong TV spot was also created. In the short film, an online bully confronted his own aggressive messages when they echoed back written on the shirts of his victims. The hateful Brazilian youth attacked 565 people in over 1000 tweets on Twitter.

Many young people in Hungary also suffer from the false expectations set by social media. On these platforms, everyone has a symmetrical face, their bodies are perfect, they pose like professional models, and they follow or dictate fashion with the right sense.

However, reality is not like this, and there is nothing wrong with that. It is human imperfection that is truly lovable. Sprite's suggestion is to stay true to ourselves despite all hateful comments and to respond with love.