Sprite is initiating a new global brand platform titled ‘It’s That Fresh’, designed to solidify its position and relevance amongst Generation Z consumers. Rolling out globally across 180 countries from March 2026, the strategy pivots heavily on integrating the brand into authentic street culture, music ecosystems, and bold flavour innovations.
As part of this overhaul, Sprite has refreshed its core visual and audio assets. The classic ‘Lymon’ symbol has been reintroduced alongside a contemporary vertical white wordmark on all packaging. Sprite Zero Sugar will distinctly retain its black design elements to ensure clear product differentiation on the shelf.
Concurrently, the brand is launching the ‘Sprite Sound’, a bespoke sonic identity developed by Grammy-winning producer Mustard. This audio asset is being amplified in the UK market by rapper LeoStayTrill, utilising a custom Sprite-branded Ableton Move.
To anchor its presence in street culture, Sprite has established a year-long partnership with the Los Angeles-based Crenshaw Skate Club. This collaboration will generate exclusive merchandise drops and community experiences throughout 2026. Parallel to this, Sprite is expanding its footprint in the food and beverage pairing sector by entering the second year of its ‘Hurts Real Good’ campaign.
This initiative strategically positions Sprite as the ultimate cooling counterpoint to spicy foods, capitalising on a growing consumer trend. The execution involves global and regional co-branding efforts with Takis, TABASCO, and McDonald’s, with a specific focus on pairing the beverage with Spicy Chicken McNuggets.
The campaign serves as a launchpad for scaling recent product innovations to international markets. Sprite Chill, initially introduced as a limited-time offering in North America, delivers a proprietary cooling sensation and is now receiving a global rollout. This expansion includes four bold flavour variants: Cherry Lime, Strawberry Kiwi, Berry, and Lemon Mint.
Furthermore, responding directly to viral consumer behaviour on social media, the company is launching a Sprite + Tea product line, beginning with a Black Tea variant in select markets. Sprite is also introducing new mixology-inspired beverage formats across McDonald’s locations globally.
The immersive event featured live musical performances, basketball showcases, and exclusive cultural merchandise drops, establishing the operational blueprint for the campaign as it expands globally throughout the summer.
Link to the campaign:
Oana Vlad, Vice President, Sprite Global Brand, said, “It’s That Fresh is a bold expression of Sprite as well as a mindset that celebrates challenging the status quo and championing originality, Sprite’s goal is to deliver not only ultimate refreshment with intense carbonation and exceptional lemon-lime taste, but also a fresh perspective through partnerships with culture-makers around the world and new, memorable experiences for fan communities in music, sports, and food.”
“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,” Vlad added.
