Beat The Heat

The southern regions of Kazakhstan often grapple with oppressive heat during the summer. To help people cope with this issue, Sprite devised an engaging brand activation strategy. Given Kazakhstanis' passion for combat sports, Sprite offered them a local way to combat the heat. This summer, the brand introduced a unique "Beat the Heat" machine that dispensed water upon impact. The harder the punch, the longer the refreshing spray.

Sprite strategically placed these machines in five southern cities across the country. Participants who shared videos of their punches in their stories were rewarded with ice-cold Sprite and exclusive stickers. Additionally, Sprite enlisted real fighting sports stars to promote the activation. A standout figure was the local internet sensation, Han Ata, who had recently gained social media fame for a punch-related phrase he used against his opponent. In this instance, he cleverly turned that phrase against the summer heat.

Throughout the activation period, the machine recorded an impressive 26,972 jabs and 35,142 hooks. The campaign generated 5,074 pieces of user-generated content, reached more than 30,000 interactions, and garnered over 700,000 views digitally. However, the most significant achievement was that Sprite literally empowered Kazakhstanis to take on the heat and fight back.