SPARKS ALCOHOLIC ENERGY DRINK: TOUR BUS

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Released:	November 2007
Advertiser:	MILLER BREWING COMPANY
Brand name:	SPARKS ALCOHOLIC 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

MVO: Tonight couldn’t be more of a Sparks night.
We hit a live show on Elliston, but first we kicked it at Erik’s. Drew busts out the karaoke machine and starts rappin' the Star-Spangled Banner. Girls across the courtyard actually dug it so we caught a ride to the show with 'em. Turns out the brunette's brother's the drummer.
Ended up on the tour bus, toasting with Sparks in champagne flutes, cruising Second Ave, playing tambourine out the window, serenading the strip 'til like 3 somethin'.

Yeah, tonight's definitely a Sparks night.
Alcohol + Caffeine + you gotta be kiddin' me = 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