- Cashmere Agency – public relations and influencer kits
- EssenceMediacom – media connections planning
- Golden – packaging design
- Wieden+Kennedy – strategy, consumer composite index, and television commercial, online video and over the top content production
- WPP’s OpenX – social and digital content
- Wunderman Thompson – digital experience and AR shopper hook
During the campaign, Sprite used limited-edition packaging inspired by the Black Panther superhero costume. In-store displays and signage — including endcaps, pallet wraps, shelf talkers and standees — highlighted the packaging design as well as Shuri and Okoye, two female lead characters from the film.
Beyond retail, Momentum Worldwide hosted screenings of the film for the historically black colleges and universities (HBCU) community. HBCU students had the opportunity to submit their best designs for an invention as part of a competition held in conjunction with the campaign. Voting kicked off during the 2022 Cricket Celebration Bowl college football game, and winners were selected at the end of that year.
At the campaign’s end, it had 825 million earned media impressions and helped the brand to a 54% increase in sales. More than 300,000 people scanned the code on the campaign bottles and typically more than three minutes were spent on the digital experience — three times the industry average, according to Momentum.
The campaign was also the grand prize winner for experiential marketing at the 2023 Association of National Advertisers Multicultural Excellence Awards.
Chaney says she is very proud of the campaign’s success. “We hope that by showing how these talented professionals started out in fields not traditionally associated with Hollywood, we inspired aspiring creators to dive deeper into discovering their purpose, passion and power,” she says.