Dive Brief:
- Sprite has launched “It’s That Fresh,” a platform that unites the brand’s expression globally through a refreshed visual identity, global partnerships and more, per details shared with Marketing Dive.
- The platform includes the “Sprite Sound,” a sonic identity created in collaboration with Grammy Award-winning producer Mustard, a partnership with skate collective Crenshaw Skate Club, and continues a “Hurts So Good” campaign around spicy food that launched in 2025.
- “It’s That Fresh” looks to engage Gen Z consumers by reasserting the brand’s long-time cultural bona fides. The effort includes paid media, out-of-home, digital, creator-first social amplification and retail programming.
Dive Insight:
With “It’s That Fresh,” Sprite is looking to reinforce its cultural relevance with consumers, especially younger ones in the Gen Z cohort. The platform brings together the ways the Coca-Cola-owned brand has activated around music, basketball and other elements of street culture and unifies the look, feel and identity globally.
“It’s That Fresh is a bold expression of Sprite as well as a mindset that celebrates challenging the status quo and championing originality,” said Oana Vlad, vice president of Sprite global brand, in a statement. “Today’s generation isn’t looking to be told what’s cool — they’re defining it for themselves… It’s That Fresh is Sprite meeting them where they are, spotlighting the freshest takes across culture and the people who aren’t afraid to play by their own rules.”
The sonic identity made in collaboration with Kendrick Lamar-producer Mustard speaks to Sprite’s years-long connection to the world of hip-hop. Along with being part of audio and video communication, the Sprite Sound was amplified by music created by UK rapper LeoStayTrill on a branded Ableton Move device.
The platform nods to street culture in other ways, like a partnership with Los Angeles-born Crenshaw Skate Club that will feature exclusive drops and experiences throughout 2026. The continuation of a global “Hurts Real Good” campaign positions Sprite as a partner for the spicy, complex global flavors favored by Gen Z. Global and regional brand partnerships with Takis, Tabasco and McDonald’s will include social and creator-led content, live experiences and bundle offers.
The launch of “It’s That Fresh” caps off several successful years for Sprite, which relaunched its iconic “Obey Your Thirst” platform in 2024 and made in-roads on Pepsi’s market share with its focus on pop culture. Sprite recently became the official soft drink partner of the NBA more than a decade after the brand last held that title — a move that comes at the expense of PepsiCo’s embattled Starry brand.
Along with the brand platform, Sprite is rolling out a refreshed visual identity that brings back Sprite’s lemon-lime Lymon symbol and includes a bold white wordmark and a green-and-white color system. The look will begin appearing this month across Sprite and Sprite Zero Sugar packaging. The platform and visual identity were crafted in collaboration with WPP Open X, creative agency Forpeople, Zeno Group and music-focused shops Tuney and Ear Candy.
Sprite is also expanding recent product extensions Sprite Chill and Sprite + Tea globally following strong consumer responses in North America. Sprite Chill, which features a proprietary cooling sensation, became a permanent part of the brand’s portfolio in 2025, while Sprite + Tea saw the brand tap into a viral drink mix trend.
“It’s That Fresh” includes live experiences and launched on March 19 at Sprite FreshFest in London, an experiential activation that featured live performances and exclusive drops. The platform will roll out globally throughout the summer.
