Is Sprite's Gen Z play the freshest in the game?

Sprite has unveiled a new global brand platform, "It’s that fresh", as it looks to deepen its foothold in street culture and strengthen relevance among Gen Z consumers.

Rolling out across 180 markets, the platform unifies Sprite’s global brand expression under a single banner, spanning a refreshed visual identity, a new sonic branding system, and expanded partnerships across music, basketball, fashion and food.

The move signals what the brand describes as its “boldest chapter yet”, building on decades of cultural positioning rooted in music and street culture. With "It’s that fresh", Sprite aims to scale that legacy through a more consistent and recognisable global identity.

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Central to the rollout is a revamped visual system, including the return of the brand’s Lymon symbol alongside a refreshed wordmark. The new design will be introduced across Sprite and Sprite Zero Sugar packaging from March, with the latter retaining black visual cues for differentiation.

Sprite has also introduced a new sonic identity, dubbed the “Sprite sound”, developed in collaboration with music producer Mustard. The audio branding will be deployed across the brand’s global communications to create a consistent sound signature

To amplify this, UK rapper LeoStayTrill has created original music using a custom Sprite-branded Ableton device pre-loaded with sounds inspired by the product

Beyond music, Sprite is extending its cultural play through partnerships, including a collaboration with Crenshaw Skate Club. The tie-up will feature exclusive drops and experiences throughout 2026, targeting communities across skateboarding, fashion and street culture.

Food also remains a key pillar. As part of its "Hurts real good with Sprite" campaign, the brand is expanding partnerships with Takis, Tabasco and McDonald's, tapping into Gen Z’s growing appetite for spicy flavours through content, live experiences and bundled offerings.

On the product front, Sprite is scaling two recent innovations globally. These include 'Sprite Chill', which introduces a cooling sensation to its lemon-lime flavour, and 'Sprite + Tea', inspired by a viral trend of consumers infusing tea into the drink. Both will roll out in select markets with multiple flavour variations.

The platform officially launched on 19 March with “Sprite FreshFest” in London, an immersive event featuring live performances, product experiences and collaborations across music, sport and fashion.

Following the launch, "It’s that fresh" will continue to roll out globally through the summer, with activations designed to meet consumers across cultural touchpoints and everyday environments.

“'It’s that fresh' is a bold expression of Sprite as well as a mindset that celebrates challenging the status quo and championing originality,” said Oana Vlad, vice president, Sprite global brand.

He added, “Sprite’s goal is to deliver not only ultimate refreshment with intense carbonation and exceptional lemon-lime taste, but also a fresh perspective through partnerships with culture-makers around the world and new, memorable experiences for fan communities in music, sports, and food."

Vlad said younger audiences are no longer waiting to be told what is cool but are instead shaping culture on their own terms. Furthermore, he said that "It’s that fresh" reflects Sprite’s effort to meet them in those spaces, spotlighting original voices and individuals who set their own rules.

The latest platform also builds on Sprite’s ongoing push across Asia Pacific. In July last year, the brand rolled out a regional summer campaign across markets including Singapore, Philippines, Indonesia and Vietnam, blending spicy food pairings, celebrity-led activations and data-driven content.

From collaborations with McDonald's in Singapore to beach takeovers in Boracay and festivals in Da Nang, the campaign underscored Sprite’s focus on tapping into local cultural moments while positioning itself as a “cool-down” companion to high-energy experiences.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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