Leonida Profile
Sprunk is the green can. In Leonida that is a complete brand identity. The color, the shape, the specific citrus note that sits at the back of the throat for twenty minutes after the can is finished. You know what it is before you read the label.
The athletic sponsorship strategy is a stretch in the conventional sense. Sprunk branding appears at beach volleyball, at street car meets on the Vice City industrial waterfront, and at three separate Leonida recreational events that have since been reviewed by county authorities for reasons unrelated to the sponsorship. The brand presence at all of them was consistent and unmissable.
The vending machine competition with eCola is the defining relationship of Leonida's beverage market. Sprunk wins the accounts where the building owner has a personal dispute with eCola's local representative. eCola wins the accounts where no such dispute exists. This has been the split for as long as both companies have operated in the state.