Sprite taps Yan Ting to highlight 'refreshing lifestyle' in new campaign

Coca-Cola’s subsidiary soft drink brand Sprite has unveiled a new summer campaign, featuring Hong Kong singer Yan Ting (YT) as its latest brand ambassador. The initiative, which taps into Sprite’s signature "refreshing" (爽) essence, aims to promote both the refreshment of the drink and its brand attitude.

Centred on the theme "turn up your refreshment" (活出你的爽), the campaign kicked off with a themed video ad featuring YT, who appears in the film first in a casual streetwear look. After taking a sip of Sprite, he transforms into three versions of himself: his most relaxed self dancing with friends, his wildest self clad in a leather jacket while riding a motorcycle, and his most passionate self performing on stage.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Coca-Cola said YT was chosen as Sprite’s new brand ambassador because of his cool, confident, and relatable persona that resonates strongly with Gen Z. "His versatility — from performing live on stage to his down-to-earth personality — seamlessly embodies Sprite’s refreshed brand spirit of “Turn up your refreshment”, where he enjoys every moment in life to the fullest. The variety of Sprite on offer, including regular and no sugar, also perfectly fits his diet as a health-conscious celebrity."

YT said Sprite has long been his beverage of choice: “The no-sugar, zero-calorie formula aligns with my dietary preferences, allowing guilt-free refreshment anytime.” The video ad emphasises authentic self-expression, with YT's multifaceted personality mirroring the brand's positioning.

Targeting the Gen Z consumers in Hong Kong, the campaign aims to reinforce Sprite’s brand image as the ultimate symbol of refreshment and youth; strengthen the brand’s association with summer, with the product features “ice, lemon, refreshing", as well as deepening engagement with Gen Z, added the spokesperson. 

Running from July until 25 September, the campaign also features an initiative titled "refreshing cool grand rewards" (透心涼大激賞). By scanning the QR code inside the cap and logging into the COKE+ platform, customers can enter a lucky draw to win prizes including over a thousand “refreshing” items, and a return trip to South Korean water park.

To amplify the campaign, Sprite has partnered with local fitness platform KOFGYM and multiple KOLs to launch the “ice, lemon, refreshing” (冰、檸、爽) interactive challenges on Instagram. Participants who watch the campaign videos and leave comments with answers to three questions will have the opportunity to win exclusive prizes. Those answering one or two questions correctly will receive limited-edition signed premiums from YT.

Meanwhile, Sprite will bring its "ice, lemon, refresh" energy to Hong Kong streets including Causeway Bay, Sai Kung, Mong Kok, and more on weekends throughout August and September. A team of muscular male models will make surprise appearances, hosting street games and distributing 40,000 free cans of Sprite.

The Sprite HK 2025 summer campaign is structured around three key phases: Build excitement, activate Gen Z, and strengthen brand positioning. Together, these phases form an integrated strategy that refreshes the brand’s image while driving consumer engagement and purchase, said the spokesperson. 

"This strategic flow delivers a holistic consumer journey — from awareness to trial to advocacy — anchored in refreshment and lifestyle relevance for today’s youth."

Done in partnership with PR agency Ernest & Donald Marketing Communications, events agency Button Creations, creative agency Ogilvy Hong Kong and media agency EssenceMediacom, the campaign also leverages a 360-degree media mix combining high-impact traditional advertising, digital engagement, on-ground activations, and in-store presence to reach Gen Z across multiple touchpoints.

These include large-format out-of-home (OOH) ads in Causeway Bay, on bus bodies and shelters and MTR 12-sheet panels across 30 stations to ensure city-wide visibility. All OOH ads started from 30 July and continues with various street activations and social engagement initiatives throughout August and September.

Digital channels have also been leveraged including 15-second non-skippable videos, ambassador-led content, and Instagram challenges to drive interaction and shareability. Street sampling tours, in-store POS materials, special packaging with gold cap QR codes, and cross-promotions in different trade channels such as convenience stores, supermarkets, grocery stores and restaurants.

“Hong Kong summers are intense, and Sprite is here as the ultimate way to cool down. This campaign brings Sprite’s essence - ice-cold refreshment and zesty lemon-lime flavour - to life in a way that resonates with how Gen Z beats the heat. From our collaboration with YT to street activations, every touchpoint is crafted to reinforce Sprite as the cool and feel-good choice for summer. Stay tuned for more refreshing excitement coming soon!" Sally Cheng, senior marketing director, Hong Kong, Taiwan, Macau & Mongolia, Coca-Cola China.

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