The initiative, rolling out across 180 markets following a debut event in London on March 19, introduces a refreshed visual identity, new sound branding, and a slate of partnerships spanning basketball, music, fashion, and food culture.
Owned by The Coca-Cola Company, Sprite has long positioned itself at the intersection of culture and youth expression, dating back to its early alignment with hip-hop and grassroots basketball before those spaces became mainstream marketing channels.
According to Santiago Iturralde, the company’s global category president for sparkling flavors, the new platform represents more than a campaign.
“It’s bigger than a marketing campaign. It’s the way the brand sees culture and behaves,” he said.
New identity and sound
At the core of the relaunch is a redesigned logo and visual system, including the return of Sprite’s iconic “Lymon” symbol. The brand is also introducing its first-ever global sonic identity, dubbed the “Sprite Sound,” developed in collaboration with Grammy Award-winning producer Mustard.
U.K. rapper LeoStayTrill contributed original music to the campaign using a custom-built Sprite-branded instrument integrated with production software from Ableton.
Executives say the goal is to create lasting “memory structures” through distinctive audio and visual branding that resonate with younger audiences.
Focus on Gen Z experiences
A major pillar of “It’s That Fresh” is live, multi-sensory engagement, reflecting a shift toward experiential marketing aimed at Gen Z consumers. Planned activations include live events, food festivals, and cultural pop-ups designed to deepen audience interaction.
The brand is also leaning into food culture through partnerships with companies such as Takis, Tabasco, and McDonald's, promoting Sprite as a complementary drink for spicy meals.
Return to basketball and cultural partnerships
In sports, Sprite is reuniting with the NBA as its official global soft drink partner, reviving a relationship that began in 1986. The brand will also continue its endorsement deal with Anthony Edwards of the Minnesota Timberwolves.
Beyond sports, Sprite is strengthening ties to street culture through collaborations with groups like Crenshaw Skate Club and expanding its Limelight music platform, which has historically spotlighted emerging artists—including early support for figures like Drake.
Growth momentum and product innovation
The campaign launch follows a strong performance in the U.S. market, where Sprite recently overtook Pepsi to become the third-most popular soft drink.
Product innovation is also central to the strategy, with offerings like Sprite Chill and Sprite + Tea set for global expansion after gaining traction in North America. The latter was inspired by a consumer trend of mixing the soda with tea.
While Sprite continues to build on its long-running “Obey Your Thirst” messaging, revived in 2024, the new platform represents an evolution aimed at maintaining cultural relevance without alienating its core audience.
“You need to have the respect of the people you serve,” Iturralde said, “and make sure any evolution doesn’t alienate the people who believe in the brand.”