At a moment when brands no longer build relevance solely through communication but through active participation in culture, Sprite enters a new phase of development with the global platform “It’s That Fresh”, which unifies identity, partnerships and innovation through a single system present in more than 180 markets.
This is a strategic reset that does not only change the visual expression, but also the way the brand positions itself in relation to a generation that no longer seeks guidance on what is “cool”, but defines cultural flows itself. In this way, the platform functions as a framework that connects music, streetwear, basketball and food trends into a unified narrative whole.
At the centre of the change is a new visual identity. The return of the recognizable Lymon symbol, together with a more pronounced wordmark and vertical logo on packaging, signals an attempt to strengthen distinctiveness on the shelf, as well as consistency across different communication channels.
At the same time, a new sonic identity has been introduced, developed in collaboration with producer Mustard, which is used across advertising, digital content and experiences, further standardizing brand recognition on a global level.
What sets this platform apart is not just the rebranding, but the way it integrates into cultural systems. Music plays a central role, so the campaign includes collaborations with artists such as British rapper LeoStayTrill, who, through original content and custom instruments, turns the brand into an active participant in the creative process, rather than just a sponsor.
A similar principle has been applied in street culture through a partnership with Crenshaw Skate Club, where the focus is not on visibility, but on credibility within communities that shape trends. Such moves indicate a shift from traditional collaborations towards a more long-term presence in micro-cultures.
Food is another important pillar of the platform. Continuing the initiative “Hurts Real Good”, Sprite further enters the space of spicy food through partnerships with brands such as Takis, Tabasco and McDonald’s. The focus is not only on the product, but on the context of consumption, particularly within late-night and street food experiences, where new consumption habits and additional usage occasions are being built.
At the portfolio level, the platform is supported by product expansion such as Sprite Chill and Sprite+Tea, which reflect the growing demand for multisensory experiences and trends emerging from social media. While Sprite Chill introduces a cooling effect as an additional layer of experience, Sprite+Tea formalizes an already existing user behavior of mixing drinks, turning it into a scalable product.
The launch of the platform was marked by the Sprite FreshFest event in London, which brings together music, fashion and food in a format that resembles a cultural event more than a traditional brand activation. It is precisely through such formats that the platform will expand globally throughout the summer, combining digital and physical touchpoints.
What “It’s That Fresh” clearly demonstrates is that growth no longer comes from distribution or communication alone, but from a brand’s ability to position itself within culture and generate both content and products from that space. For Sprite, this means consolidating everything the brand has done over decades into a unified, scalable system that aims to simultaneously maintain authenticity and increase global consistency.
