Sprite redefines itself through 'SubLYMONal' advertising

Sprite's relaunch will be fueled by the Sprite 'SubLYMONal' advertising campaign, which features commercials that are actually the opposite of subliminal advertising. Each commercial begins with a voiceover that says, "Welcome to SubLYMONal advertising. For best results, do not blink." "SubLYMONal is a totally integrated marketing message that focuses on Lymon, Sprite's proprietary lemon-lime flavor formula, which makes Sprite among the world's most thirst-quenching soft drinks," said Don King, group director for Sprite. "Because our new SubLYMONal campaign overtly parodies the concept of subliminal advertising and acknowledges upfront that the commercials contain hidden content, we are sure that people will want to interact with this advertising." In addition to the marketing push, Sprite's packaging graphics have been completely redesigned. While the new packaging design features the familiar silver, green and blue colors, the updated imagery is enhanced by the inclusion of a new 'S' brand icon that will be featured on all packaging and marketing elements.