Sprite tops list of 10 most resilient brands

Sprite ranked first among Kantar’s index of most resilient brands, attracting more than 30 million new consumers between 2021 and 2022. Sunsilk, a British hair brand from Unilever, was second on Kantar’s list and also attracted more than 0 million new consumers. “These two household names have taken different routes to success, with Sprite focusing on a new global platform which encourages shoppers to choose the brand more often and Sunsilk investing in targeted innovation which meets consumers’ specific needs in particular markets,” said Guillaume Bacuvier, CEO of Kantar, Worldpanel Division.

In 2022, after a bold rebranding move, Sprite company continues to push forward at a time when inflation is harrowing and consumers turn to cheaper private label brand offerings. To top it off, their new slogan, “Heat Happens” shows that they want to move in a new direction. And so far, it’s been working out favorably for them.

Harsh economic times put brands to the true test and prove customer loyalty without a doubt. Although Sprite did acquire the most brand growth according to data from Kantar, it’s a close competition with a +2.3% penetration growth factor over the number two brand, Sunsilk, and a +2.2% score, and Ariel at number ten with a +1.2% score.

Although those numbers may seem minuscule, Sprite’s percentile translates to roughly 34 million new shoppers each year.

Sprite’s approach to focusing on a new global brand platform through their Heat Happens slogan and new visual identity are showing how impactful this type of strategy is. The company has directed its efforts into:

• Topical social media activation
• Influencer engagement
• Films
• Out-of-home activities
• Various creative executions like “Heat Hacks”

For example, the Heat Hacks on-pack reward program gives consumers the ability to scan a code that gives them tips on how to beat the heat, at home, or on the go. These types of activities are meant to promote social interaction and enjoyable scenarios for consumers, thus in line with the future of retail.

For more insight into the topic of beverage brands, you can read our feature about all the surprising brands that PepsiCo owns.