In a world where personal space can be hard to come by, especially for young adults living at home, Sprite, a brand under The Coca-Cola Company, introduces “The Knocklace Collection” in collaboration with AKQA Casa. This unique campaign tackles the issue of privacy with humor and technology, offering a solution that combines functionality with sentimentality.
Sprite acknowledges the struggles faced by young adults who still reside with their parents due to economic challenges or limited options. To cater to this demographic, Sprite partners with AKQA Casa to launch “The Knocklace Collection,” a capsule jewelry line featuring three lockets inspired by traditional designs.
Crafted in collaboration with Pay 4 Brain, each locket contains a discreet technological device connected to smartphones. This device alerts users when someone breaches their personal space, automatically switching to a “safe screen” to maintain privacy. With a playful nod to sentimentality, the lockets also allow users to store a cherished photograph.
“The Knocklace Collection” campaign extends beyond traditional advertising, aiming to spark conversations about privacy in intimate moments. By blending humor, technology, and thoughtful design, Sprite encourages young adults to navigate challenging situations with intelligence and wit.
Chiara Martini, Senior Director of Creative Strategy for Coca-Cola in Latin America, emphasizes Sprite’s commitment to understanding and supporting the younger generation. Martini notes that Sprite views humor and innovative solutions as essential tools for addressing challenges, especially within family dynamics.
Associate Creative Director João Gandara from AKQA Casa highlights “The Knocklace Collection” as a humorous yet meaningful approach to raising awareness about privacy and dialogue. As a brand known for helping people stay cool, Sprite serves as the ideal ambassador for this innovative campaign.
While “The Knocklace Collection” offers a playful solution to the discomfort of being caught off guard, its underlying message encourages open communication and dialogue about privacy concerns in the digital age.
Released on April 11, 2024, “The Knocklace Collection” campaign marks Sprite’s ongoing commitment to addressing relevant issues with creativity and innovation. Created by ad agency AKQA Casa, this campaign spans various media platforms, reflecting Sprite’s dedication to engaging with its audience in meaningful ways within the Soft Drinks industry.
