The Sprite uncontainable tour

The Sprite uncontainable tour competition

Sprite has always been in the fore front when it comes to branding itself in the hip hop culture http://www.spice4life.co.za/content/sprite-unleashed-nationwide-hip-hop-talent-search. This time they have taken it a little step forward by introducing their corporate social investment technique by bringing in conscious hip hop legend Talib Kweli for the Sprite uncontainable tour which will go on between June and July. What Sprite wants to accomplish with this is to make sure that they uplift the disadvantaged talented youth across South Africa in the areas of rapping, Graffiti and break dancing.

(the sprite uncontainable hip hop branded logo.image source cheka.com)

                                               

The competition

http://cheka.co.za/tag/sprite-uncontainable/ The uncontainable tour hopes to embark on a journey across South Africa in all major cities including Johannesburg, Durban and Cape Town. The competition challenges contestants in three areas of hip hop which are Graffiti, Rapping and B-boy dancing. Every city will have its own competition before moving to the ultimate battle where they will compete for a trip to the uncontainable fest in New York. The winner will also win a mentorship programme with Talib Kweli in which they will have an opportunity to brush their skills in their given field of talent.

(Talib kweli performing in new york. image source: cheka.com) 

Sprite’s CSI technique

In this case sprite is engaging in a CSI attempt to establish trust within their market. They want the target audience to feel cared for. Sprite giving back to the communities that consume their product is a way of boosting the brands morale and credibility amongst its audience. Sprite is also giving the winner an opportunity to star in music video collaboration at the end of the year. Sprite has also used a very good strategy in choosing a panel of judges who are born and bred in the African continent e.g. Mernoly Simba (Angola) from masters of rhythm, Falko (South Africa) the renowned graffiti artist and Reason (South Africa) the award winning rapper.