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Sprites LOST Ad Leaves Bad Taste in Mouth

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Sprite decided to “get weird” ( reg. req.) to stand out from other, more bombastic, colas.

So they created a tie-in with the hit television program LOST. Sprite ran a quick ad for a fictional company that is in the series. A URL at the end of the spot pushed viewers to Sublymonal.

Many viewers eagerly got online and typed in the URL without knowing it was for Sprite. I was one of the lemmings, curious as to what I might find. Upon seeing “subLYMONal” in the meta tags, I realized how Ralphie must have felt in the movie “A Christmas Story.”

“Be sure to drink your Ovaltine. Ovaltine? A crummy commercial? Son of a bitch!”

But it got worse from there. This mysterious web site, already detailed on Flickr, started me on a series of Google searches and LOST fan site visits that merely confused me all the more. The only thing I know was that I spent a lot of time following up on the URL from the “fake ad” and there was no Sprite/consumer payoff of any kind.

Sprite continues to confound. It had my interest. It impressed me with its new approach and its ability to connect with a large segment of their target audience. Sprite intrigued me via TV and left me hanging online. They give me no reason, or desire, to drink Sprite at the end of it allonly the ire to fuel a negative rant for Google to stash away for posterity.

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Kevin Dugan is the author of the popular Strategic Public Relations blog. Kevin is Director of Marketing Communications for FRCH Design Worldwide.

Visit Kevin’s blog: Strategic Public Relations.

Sprites LOST Ad Leaves Bad Taste in Mouth
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