Coca-Cola's Sprite has unveiled a new campaign that brings light to a situation far too familiar among young adults still living at home with their parents.
To avoid "walk-in" scenarios and getting caught doing private matters, the soda company has launched the "Knocklace Collection," a three-piece jewelry collection made for privacy-seeking individuals and their nosy parents.
Made by Brazilian tech company Pay 4 Brain, the locket comes with a high-tech secret sensor that alerts users on their smartphones if a wearer (or in this case, someone's parent) is nearby.
"The Knocklace Collection": Sprite lança pingentes tecnológicos para jovens que buscam privacidade - https://t.co/MFOtD4b39Dpic.twitter.com/cTSpmLnsQ5
— B9 (@brains9) April 17, 2024
Once someone is within proximity, the user's device will automatically switch to a "safe screen," protected from parents who pry on their children's activities.
The locket also lets wearers store photographs inside it, making things even less suspicious and more sentimental for moms and dads.
The 'Walk-In' Dilemma
To highlight its use cases, Sprite Brazil has put out two new hilarious spots that show just how Knocklace can save your intimate moments.
In "Downstairs DJ," a woman in the bathtub enjoys her precious "me time" and sensually spins tracks on her DJ controller. Her mom suddenly walks in on her, which catches the both of them by surprise.
This leads the daughter to give her mom Sprite's Knocklace, allowing her to keep track of her whereabouts the next time around.
Similarly, the second spot, "Feeding the Ducks," sees a man in his room, who was walked in by his dad as he does the dirty deed — feeding his ducks.
Enter the Knocklace, which is touted as the perfect gift for parents who never knock.
"A gift parents will enjoy, so you can enjoy yourself," the narrator says, as the spot ends.
Behind the Campaign
Made together with creative agency AKQA Casa, Sprite's latest campaign goes beyond its comedic purpose, aiming to spotlight the importance of personal space among shared households.
Chiara Martini, Coca-Cola Latin America's senior director of creative strategy, expounds on this sentiment.
"Sprite believes that staying cool in challenging situations is the best way to navigate them," she told The Drum.
"In addition to its extreme refreshment, which is the brand’s signature, Sprite is a great ally of this generation, understanding that dealing with challenges requires humor and intelligence, especially in their relationship between parents or guardians."
Editing by Katherine 'Makkie' Maclang