Sprite is making a major global reset play. The Coca-Cola-owned brand has unveiled “It’s That Fresh,” a sweeping new platform rolling out across 180 markets, designed to lock Sprite back into the center of youth culture with a sharper focus on music, street style, and flavor innovation.
At its core, the platform isn’t just about refreshment; it’s about relevance.
Sprite is repositioning itself as both a drink and a mindset, one rooted in originality, cultural credibility, and showing up where Gen Z actually lives. That means deeper moves into music, basketball, fashion, and increasingly, spicy food culture.
The launch also comes with a full brand overhaul. Sprite is introducing a refreshed visual identity, including the return of its iconic Lymon symbol, updated packaging across cans and bottles, and a new global sonic signature dubbed the “Sprite Sound.”
That sound is built in collaboration with Grammy-winning producer Mustard and will anchor the brand’s audio across campaigns. UK rapper LeoStayTrill is already putting it to work with original music created using a custom Sprite-branded instrument loaded with product-inspired sounds. Watch below:
On the culture front, Sprite is doubling down on its street roots with a partnership with Crenshaw Skate Club, the Los Angeles collective known for blending skate, fashion, and community. Expect drops, collabs, and experiences throughout the year.
And then there’s the food angle, where things get interesting.
Sprite is leaning hard into spicy. Building on its “Hurts Real Good” positioning, the brand is expanding partnerships with Takis, Tabasco, and McDonald’s, tapping into the growing global obsession with heat as a full sensory experience. The pitch is simple: spicy food hits harder with an ice-cold Sprite.
Product innovation is also scaling globally. Sprite Chill, which adds a cooling sensation to the classic lemon-lime formula, is expanding to include new flavors such as Cherry Lime, Strawberry Kiwi, Berry, and Lemon Mint. Meanwhile, Sprite + Tea takes a viral fan behavior, steeping tea in the soda, and turns it into a formal product rollout, starting with Sprite + Black Tea.
The platform officially kicked off with “FreshFest” in London, an immersive launch event that blended live music, fashion, food, and basketball into a single branded experience.
From there, “It’s That Fresh” will roll out globally through the summer across social, partnerships, and real-world activations.
Bottom line: The brand isn’t chasing culture it’s trying to plant its flag back in the middle of it.
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