Sprite has formed itself round road tradition because the Nineteen Sixties, changing into the primary main soda model to align with hip-hop and constructing an early presence in basketball earlier than both appealed to entrepreneurs.

Now, with the launch of its new international platform, “It’s That Contemporary,” the model is doubling down on that DNA.

Rolling out throughout 180 markets starting with a London occasion on March 19, the platform introduces new visible and sonic identities alongside international partnerships spanning music, basketball, spicy meals, style, and road tradition. 

Greater than a tagline, “It’s That Contemporary” displays how Sprite engages with tradition, in line with Santiago Iturralde, president of world class, glowing flavors at The Coca-Cola Firm.

“It’s greater than a advertising and marketing marketing campaign,” Iturralde informed ADWEEK. “It’s the way in which the model sees tradition and behaves.”

The launch comes as Sprite has risen to turn out to be the third-favorite soft drink in the U.S., surpassing Pepsi for the primary time final yr. It nonetheless holds that place however needs to take care of momentum, Iturralde stated.

Central to the rollout is a refreshed visible identification and emblem, together with the return of Sprite’s “Lymon” image. 

And for the primary time, the model is introducing a world sonic identification. The “Sprite Sound” was created in partnership with Grammy Award-winning producer Mustard.

U.Okay. rapper LeoStayTrill has additionally created unique music utilizing a customized, limited-edition Sprite instrument, a branded Ableton Transfer preloaded with samples and product sounds that kind the brand new Sprite Sound.

“We’re constructing reminiscence buildings and model belongings,” Iturralde defined. 

“It’s That Contemporary” additionally indicators a renewed dedication to dwell experiences, which Iturralde sees as key to reaching Gen Z.

“Younger persons are on the lookout for multi-sensory experiences,” he stated, pointing to dwell occasions and meals festivals. He added that these experiences have confirmed to be “a big catalyst” for model fairness progress.