The encyclopedia · Advertising & PR · Marketing decision · 2025
Sprite Fizz replaced one 'Aaahhhh' with a nation of local voices
Indonesian ads gave every drink the same 'Aaahhhh', so Sprite invited each dialect to express refreshment its own way and won five Citra Pariwara awards.
Sprite Indonesia
The solution
For decades Indonesian drink ads used one uniform refreshment sound — 'Aaahhhh' — even though Indonesians express emotion and refreshment differently across dialects, regions and cultural backgrounds.
Sprite, with Berakar Komunikasi, made its first TikTok activation a celebration of that diversity: influencer-led conversations exploded into user-generated content as people created their own 'Jutaan Kali Lebih Nyegerin' moments, and selected voices and phrases went up on Sprite billboards in big cities and along national toll roads.
The campaign won five Citra Pariwara 2025 trophies — Silver for Integrated Campaign, Bronze for Brand Experience, and three Silvers in Audio Craft for Casting & Performance, Script Writing and Use of Audio — cementing local insight as Sprite Indonesia's winning formula.
Why it worked
- It replaced a lazy universal sound with authentic local expression, so the campaign felt made for each audience rather than dubbed.
- Starting on TikTok with influencers meant the audience co-created the campaign instead of receiving it.
- Moving user voices from feeds to billboards turned participation into public proof of ownership.
What can be applied
When a category speaks in one default voice, the local variety the industry flattened is the creative asset — hand the message to the audience's own dialects and let them perform it.
Aftermath
The five Citra Pariwara trophies arrived as the campaign continued, and the work became the template for Sprite Indonesia's culturally rooted marketing with Berakar Komunikasi — proof that a category default could be broken by handing the brand's sound to the audience.
Sources
- Kampanye Sprite 'Fizz' Borong Penghargaan di Citra Pariwara 2025, Ajang Bergengsi Industri Periklanan
- Iklan SPRITE Fizz Meraih Lima Penghargaan
- Dentsu Dominates Citra Pariwara 38; Netflix Wins Advertiser of the Year
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