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.
