New Delhi: Sprite, the lemon-lime flavoured soft drink from The Coca-Cola Company, has kicked off a marketing campaign by announcing a search for a "Chief Chill Officer" (CCO) in India.
Aimed at resonating with the country's youthful demographic, this campaign encourages the nation's chill masters to step forward and demonstrate their knack for staying calm, cool, and collected.
The campaign invites potential candidates to prove their 'chill' credentials in the comments section of Sprite's official Instagram post. The qualifications for the CCO are humorously listed, including being a "pro at chilling," the art of napping anytime and anywhere, and maintaining one's cool even in apocalyptic scenarios. Key skills also involve mastering the art of procrastination and turning brief breaks into extended vacations.
To amplify the reach and engagement of this campaign, Sprite is employing a strategic influencer marketing approach.
Two of the influencer collabs Sprite did:
The initiative has quickly become a social media sensation, with netizens, comedians, and even other brands engaging in the light-hearted banter.
Comments from users ranged from showcasing their cool under pressure in situations like navigating through Bengaluru's traffic to playful jabs at the concept from competitors.
Thums Up, known for its bold and energetic persona, boldly claimed, “We’re the most dumdar candidate for this! Just select us already.”
Not to be outdone, Coca-Cola itself chimed in with a playful twist on the acronym, stating, “Doesn’t CCO stand for Coca-Cola Only?! We’re meant for it, duh.”
The campaign also became a platform for poking fun at recent workplace controversies. Comedian Biswa Kalyan Rath, in a witty remark, asked, “Sir, do we have to chill 90 hours a week?”—a clear jab at a recent viral statement by an L&T chief about expecting employees to work 90 hours a week, which had sparked significant debate about work-life balance.
The fashion brand Ajio joined the conversation with practical advice, suggesting, “Appropriate work wear should include the comfiest PJs and oversized tees,” aligning perfectly with the chill lifestyle the CCO role represents.
The UGC initiative is part of Sprite’s ‘Thand Rakh’ campaign that puts a unique spin on everyday, high-temp situations that happen on the go, capturing the essence of how today’s youth tackle these challenges with wit, humour, and a refreshing bottle of Sprite. It perfectly embodies the spirit of staying cool and refreshed in a fast-paced world
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