SPARKS ALCHOLIC ENERGY DRINK: BULL RIDER

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Released:	November 2007
Advertiser:	MILLER BREWING COMPANY
Brand name:	SPARKS ALCHOLIC ENERGY DRINK
Agency:	DIGITAS
Country:	USA
Category:	Alcoholic drinks
Tags:	Boston

Credits:

Advertising Agency: DIGITAS, USA, Chicago
Executive Creative Director: David R. Mitchell
Creative Director: Leyla Dailey
Scriptwriter: Matthew McKenna
Agency Producer: Daniel Rucci
Account Supervisor: Account Director - Josh Ehart


Script in English
SFX: Music

FVO: Tonight's totally another Sparks night.
Started with a noise complaint at 9:30. Ally insisted we take a limo but of course we cabbed it.
Ended up at some country western dive. Why'd I ride the bull? Coulda been that drink I had from that cowboy's boot. He was scruffy ‘n hot, but his boot stunk like cheese.
So we headed to Printer's Alley. Met a guy on the way, traded him some gum and a high five for a Sparks. Then he popped out his glass eye.
Who knows what'll happen next?

Yeah, tonight's definitely a Sparks night.
Alcohol + Caffeine + down for whatever = Sparks

ANN: Enjoy responsibly. The Steel Brewing Company, Milwaukee, Wisconsin.
Brief Explanation
Our goal was to drive awareness and trial of the product with legal-drinking-age consumers by building an authentic, target-relevant story around a night out with Sparks.

By focusing on Nashville, we could be very specific to the market. Local references provided stopping power, with language and places the consumer recognised. We even incorporated specific streets (Second Ave, Elliston) and neighbourhoods (Printer’s Alley and The Strip) to bring the stories to life in a meaningful way. This helped the listener to relate to each story, and understand how Sparks could become a part of their night out – which ultimately drove product purchase.