Selected work Case study 04
Sprite
Translating cricket culture into social content.
- Brand
- Sprite
- My role
- Meme content development
- Focus
- Cultural marketing · Meme content · Social media
01 / Context
The brief.
The opportunity.
During the Cricket World Cup, each match creates new jokes, reactions, rivalries, and cultural moments. The challenge for a brand is to join those fast-moving conversations without appearing forced.
My contribution
I developed culturally resonant meme content during the Cricket World Cup, connecting campaign communication with topical conversations happening among audiences.
02 / The approach
Thand Rakh, in the audience’s own language.
Sprite’s existing “Thand Rakh” positioning created a natural response to the emotions surrounding cricket. The idea was to draw on the language and humour of cricket audiences instead of making generic World Cup content.
From idea to execution
The content combined cricket moments, Pakistani internet culture, and Sprite’s “Thand Rakh” attitude. This gave the brand message a place within conversations audiences were already having. The supplied social gallery shows the broader campaign’s use of everyday humour.
The brand, from every angle.
03 / Campaign collection
A closer look.
In motion
The campaign, playing out.
Films from the campaign. Press play to explore.
04 / Reflection
A familiar attitude in a timely format.
The final approach connected topical conversation with Sprite’s established personality, using meme content to make the campaign’s message feel familiar and relevant.
Cultural marketing requires more than following trends. A brand needs to understand why a moment matters, then connect it authentically to its own personality.
Keep exploring 01 / 04
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