‘It’s Hater Season, Stay Cool.’ Says This Global Sprite Campaign

'Es temporada de haters, mantenete fresco' ('It’s hater season, stay cool') is Sprite’s invitation in its new global marketing campaign which is centred around promoting acceptance and the revaluation of what makes every person unique beyond any criticism. 

In a context where prejudice proliferates with greater speed and impact, the brands’ latest action raises awareness through a powerful message, with creativity, humor, wit and a little transgression. Liking an aggressive comment, dismissing negative comments with love and providing a touch of irony are part of this integral communication strategy. “Es temporada de haters, mantenete fresco” (“It’s hater season, stay cool”) is not pretending to be the solution to the problem, but a critical view about an actual social problem. 

“Sprite keeps innovating and surprising consumers, with this integral campaign that explores new communication strategies, where the main focus is the 2.0 world and not the TV. In this sense, the brand developed exclusive pieces for digital format, differentiating posts in each social network and with artificial intelligence optimization,” says Franck Salmon, Coca-Cola's marketing vice-president for South Latin America. 

The campaign, developed by Santo agency, includes the piece 'I Love you Hater', directed by Anonymous Content's Karim Huu Do and featuring the soundtrack of The Beatles’ 'All you need is love'. Also, communication in digital media - long format documentary, Instagram Stories, interviews with the protagonists and GIFs - as well as graphic pieces and outdoor media pieces, point of sale activations and brand experiences, are part of this integral action from Sprite that is once again looking to make people’s lives cooler.

“What’s interesting about this proposal is that there are no actors, but “real” people who suffered real situations and had to accept their individuality to overcome them. Such as the case of Rocío Velazquez, Spanish Olympic swimmer; Nico Moldestein, French pole dancer; Tyrus McKenzie, English rapper; Liz Romer, Swedish surfer; David Pérez and Marius Caralt, Spanish LGBT community activists; and CE Sant Gabriel women's soccer team,” says Maxi Itzkoff, Santo’s CCO.