Sprite Doubles Down on Street Cred to Win Over Gen Z

Sprite has shaped itself around street culture since the 1960s, becoming the first major soda brand to align with hip-hop and building an early presence in basketball before either appealed to marketers.

Now, with the launch of its new global platform, “It’s That Fresh,” the brand is doubling down on that DNA.

Rolling out across 180 markets beginning with a London event on March 19, the platform introduces new visual and sonic identities alongside global partnerships spanning music, basketball, spicy food, fashion, and street culture. 

More than a tagline, “It’s That Fresh” reflects how Sprite engages with culture, according to Santiago Iturralde, president of global category, sparkling flavors at The Coca-Cola Company.

“It’s bigger than a marketing campaign,” Iturralde told ADWEEK. “It’s the way the brand sees culture and behaves.”

The launch comes as Sprite has risen to become the third-favorite soft drink in the U.S., surpassing Pepsi for the first time last year. It still holds that position but wants to maintain momentum, Iturralde said.

Central to the rollout is a refreshed visual identity and logo, including the return of Sprite’s “Lymon” symbol. 

And for the first time, the brand is introducing a global sonic identity. The “Sprite Sound” was created in partnership with Grammy Award-winning producer Mustard.

U.K. rapper LeoStayTrill has also created original music using a custom, limited-edition Sprite instrument, a branded Ableton Move preloaded with samples and product sounds that form the new Sprite Sound.

“We’re building memory structures and brand assets,” Iturralde explained. 

“It’s That Fresh” also signals a renewed commitment to live experiences, which Iturralde sees as key to reaching Gen Z.

“Young people are looking for multi-sensory experiences,” he said, pointing to live events and food festivals. He added that these experiences have proven to be “a significant catalyst” for brand equity growth.

A basketball reunion

In a major sports play, Sprite announced this week that it is reuniting with the NBA as the league’s official global soft drink partner. The deal resumes a relationship between The Coca-Cola Company and the NBA that began in 1986 and lasted nearly three decades.

Sprite will continue its global deal with Minnesota Timberwolves star Anthony Edwards, whom Iturralde described as “a contemporary and modern spirit in the world of basketball.”

The brand is also forging new partnerships across street culture, music, and food, including with Los Angeles skate collective Crenshaw Skate Club and food brands such as Takis, Tabasco, and McDonald’s, to promote pairing the beverage with spicy food.

Sprite is expanding its Limelight music platform, which has historically elevated rising artists before they reach mainstream recognition.

“Many people like Drake who’d been part of the brand are now big celebrities,” Iturralde said. “We are still looking to those fresh voices.”

Product innovation is another key part of the launch, with Sprite Chill and Sprite + Tea going global after strong performance in North America. The latter emerged from a consumer trend of people mixing Sprite and tea, Iturralde said.

Sprite is better known for its “Obey Your Thirst” platform, which began in the 1990s and relaunched in 2024. The campaign is not going anywhere, but “It’s That Fresh” builds on its legacy, said Iturralde.

“You need to have the respect of the people you serve,” he said, “and make sure any evolution doesn’t alienate the people who believe in the brand.”