Sprite said “Obey Your Thirst.” America listened.
The lemon-lime beverage is now the nation’s third-favorite soft drink, surpassing Pepsi for the first time last year. Only Coca-Cola and Dr Pepper rank higher.
In terms of sales volume, Sprite controls 8.03% of the U.S. carbonated soft drink category, according to recently released 2024 figures from trade publication Beverage Digest. Pepsi, meanwhile, accounts for 7.97% of the market.
How Sprite burst the bubble
Sprite’s fizz to the highest echelons of the soda wars follows a year in which its owner, the Coca-Cola Company, has been shaking up its marketing strategy and investing more in the brand.
In April last year, Sprite returned to its “Obey Your Thirst” tagline, originally launched in 1994 in a spot fronted by then-NBA star Grant Hill.
The 2024 version paid homage to Hill and the ethos of individuality presented in the iconic ad campaign. This time around, though, it was squared toward Gen Z. The ad puts NBA player Anthony Edwards and sprinter Sha’Carri Richardson—the brand’s first woman athlete partner—front and center.
The campaign spanned TV, packaging, sports sponsorships, and digital. Josh Kroo, vp of sparkling flavors for the Coca-Cola Company, said the campaign has helped the brand index higher with Gen Z.
The relaunch was followed by Sprite’s first holiday push in three years, promoting its limited Sprite Winter Spiced Cranberry flavor and sugar-free variation. The spot starred Edwards as “Anta Claus,” set to a hip-hop version of “Carol of The Bells,” and nodded to its legacy as the first mainstream brand to line up behind the musical genre.
“Sprite has always, over the years, constantly recruited the next generation, which is now Gen Z,” Kroo told ADWEEK.
To stay relevant with younger drinkers and boost its market share, Sprite has funneled its marketing dollars into other partnerships at the intersection of sports and culture, including becoming a founding sponsor of Unrivaled, a new women’s three-on-three basketball league.
“We’re continuing to push the boundaries and give back to the culture in a way that we think resonates with younger audiences,” he said.