Sprite has unveiled its new global brand platform, ‘It’s That Fresh’, marking a major refresh across 180 markets. The initiative brings together a revamped visual identity, new product variants, and a sharper cultural positioning aimed at younger audiences.
At the product level, Sprite is expanding its portfolio with new offerings such as Sprite Lemon Mint, including a Zero Sugar variant. These additions reflect changing consumer preferences, particularly around flavour innovation and demand for healthier alternatives. The refreshed packaging and design are also intended to improve in-store visibility and strengthen shelf impact in a competitive beverages category.
Beyond visuals and product, Sprite is building a multi-sensory brand experience. The introduction of a sonic identity, ‘Sprite Sound’, developed in collaboration with producer Mustard, aims to create a consistent and recognisable audio presence across campaigns and platforms.
Culturally, the platform leans into areas like music, basketball, food, and street culture-spaces that strongly resonate with Gen Z consumers. This direction is further supported by partnerships involving The Coca-Cola Company, the NBA, and EuroLeague, enabling both retail and digital activations at scale.
The rollout reflects Sprite’s broader strategy to stay relevant in an evolving market, where brand engagement goes beyond product and into culture. By combining flavour innovation, design refresh, and cultural integration, Sprite is positioning itself not just as a beverage, but as a lifestyle brand for a new generation.
