{"id":119241,"date":"2026-03-20T02:05:57","date_gmt":"2026-03-20T02:05:57","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/03\/20\/sprite-doubles-down-on-street-cred-to-win-over-gen-z\/"},"modified":"2026-03-20T02:07:04","modified_gmt":"2026-03-20T02:07:04","slug":"sprite-doubles-down-on-street-cred-to-win-over-gen-z","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/03\/20\/sprite-doubles-down-on-street-cred-to-win-over-gen-z\/","title":{"rendered":"Sprite Doubles Down on Street Cred to Win Over Gen Z"},"content":{"rendered":"

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Sprite<\/a> 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.<\/p>\n

Now, with the launch of its new international platform, \u201cIt\u2019s That Contemporary,\u201d the model is doubling down on that DNA.<\/p>\n

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.\u00a0<\/p>\n

Greater than a tagline, \u201cIt\u2019s That Contemporary\u201d displays how Sprite engages with tradition, in line with Santiago Iturralde, president of world class, glowing flavors at The Coca-Cola Firm.<\/p>\n

\u201cIt\u2019s greater than a advertising and marketing marketing campaign,\u201d Iturralde informed ADWEEK. \u201cIt\u2019s the way in which the model sees tradition and behaves.\u201d<\/p>\n

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

Central to the rollout is a refreshed visible identification and emblem, together with the return of Sprite\u2019s \u201cLymon\u201d image.\u00a0<\/p>\n

And for the primary time, the model is introducing a world sonic identification. The \u201cSprite Sound\u201d was created in partnership with Grammy Award-winning producer Mustard.<\/p>\n

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.<\/p>\n

\u201cWe\u2019re constructing reminiscence buildings and model belongings,\u201d Iturralde defined.\u00a0<\/p>\n

\u201cIt\u2019s That Contemporary\u201d additionally indicators a renewed dedication to dwell experiences, which Iturralde sees as key to reaching Gen Z.<\/p>\n

\u201cYounger persons are on the lookout for multi-sensory experiences,\u201d he stated, pointing to dwell occasions and meals festivals. He added that these experiences have confirmed to be \u201ca big catalyst\u201d for model fairness progress.<\/p>\n

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A basketball reunion<\/strong><\/h4>\n

In a serious sports activities play, Sprite introduced this week that it’s reuniting with the NBA because the league\u2019s official international smooth drink associate. The deal resumes a relationship between The Coca-Cola Firm and the NBA that started in 1986 and lasted almost three many years.<\/p>\n

Sprite will proceed its international take care of Minnesota Timberwolves star Anthony Edwards, whom Iturralde described as \u201ca recent and fashionable spirit on the planet of basketball.\u201d<\/p>\n

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The model can be forging new partnerships throughout road tradition, music, and meals, together with with Los Angeles skate collective Crenshaw Skate Membership and meals manufacturers comparable to Takis, Tabasco, and McDonald\u2019s, to advertise pairing the beverage with spicy meals.<\/p>\n

Sprite is increasing its Limelight music platform, which has traditionally elevated rising artists earlier than they attain mainstream recognition.<\/p>\n

\u201cMany individuals like Drake who\u2019d been a part of the model at the moment are large celebrities,\u201d Iturralde stated. \u201cWe’re nonetheless seeking to these recent voices.\u201d<\/p>\n

Product innovation is one other key a part of the launch, with Sprite Chill and Sprite + Tea going international after robust efficiency in North America. The latter emerged from a client pattern of individuals mixing Sprite and tea, Iturralde stated.<\/p>\n

Sprite is best recognized for its \u201cObey Your Thirst\u201d platform, which started within the Nineties and relaunched in 2024. The marketing campaign shouldn’t be going anyplace, however \u201cIt\u2019s That Contemporary\u201d builds on its legacy, stated Iturralde.<\/p>\n

\u201cIt’s essential have the respect of the individuals you serve,\u201d he stated, \u201cand ensure any evolution doesn\u2019t alienate the individuals who imagine within the model.\u201d<\/p>\n

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