How Sprite is getting hyperlocal with heat, hoops and hype in ASEAN

Sprite is bringing its global “It’s that fresh” platform closer to home, rolling out a region-specific push across ASEAN and the South Pacific anchored in spicy food, basketball and music.

The move builds on the brand’s previously announced global platform, with Sprite now tailoring its execution to reflect everyday street culture across markets such as the Philippines, Indonesia, Malaysia, Australia and New Zealand.

While the global rollout introduced a unified visual identity and sonic branding system, the regional activation leans more heavily into local habits and consumption moments, from hawker centres and night markets to neighbourhood stores and late-night dining spots.

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Spicy food takes centre stage in the ASEAN and South Pacific strategy, building on the brand's “Hurts real good with Sprite” positioning.

The brand is pairing its offering with popular regional dishes such as laksa (curry noodle soup), satay (grilled skewers) and tom yum (spiced soup), supported by creator-led content, on-ground activations and bundled promotions designed to tap into Gen Z’s appetite for bold flavours.

Basketball also remained a key pillar, with Sprite continuing to invest in local communities through partnerships and experiences that spotlight self-expression and creativity on the court. The focus, the brand said, is on showing up authentically where culture is already thriving.

Music, meanwhile, plays a supporting role in the regional rollout, amplifying moments of refreshment and expression across platforms. This includes the introduction of the “Sprite sound”, a sonic identity designed to act as an instantly recognisable audio cue across content and experiences.

The campaign is further backed by a refreshed visual system, including the return of its custom 'Lymon' symbol (a mashup of a lemon and lime), and updated packaging across Sprite and Sprite Zero Sugar variants. The new look is set to roll out across retail touchpoints in the region starting this month.

Alongside the cultural push, Sprite is also introducing a slate of product innovations tailored to regional tastes. These include Sprite chill lemon mint, which delivers a cooling sensation; Sprite + Tea, inspired by a viral consumer trend; and Sprite lime mint, designed for Southeast Asia’s hot and humid climate. Availability of the new flavours will vary by market.

“Sprite is more than just a drink, it’s part of how people experience refreshment in the heat, through food, sport, and shared moments,” said Mark Dee, category marketing senior director of sparkling flavors, Coca- Cola ASEAN and South Pacific.

He added, “'It’s that fresh' celebrates authenticity, originality, and the bold spirit of the region’s youth, bringing global brand strength together with local culture in a way that feels real and relevant.”

The latest rollout builds on Sprite’s ongoing efforts to localise its global platforms for the region. In July last year, the brand launched a summer campaign across ASEAN and the South Pacific spanning markets including Singapore, the Philippines, Indonesia and Vietnam, blending Gen Z culture, real-time data and hyperlocal activations.

The campaign tapped into spicy food pairings, celebrity-led beach takeovers and data-triggered digital content, positioning Sprite as a “reset” for high-energy, heat-driven moments.

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