"It's Haters Season"
According to the campaign’s motto “It’s Haters Season”, Sprite aims to remind its consumers that hate posts are not a disaster and that sometimes we should be able to laugh at ourselves.
We do not make fun of hate posts, but take them easy. We as a brand do not back away from showing real hate posts to make clear what’s important: “Just let them talk.” – because
“It’s Haters Season”. The declaration of love for haters can be seen on TV as a 60-second commercial, on various online platforms and at different OOH locations all over the country.