Advertising Age spotlighted Sprite’s new identity and pseudo culture-first platform: It’s That Fresh.
Yo, that’s anything but fresh.
For starters, fresh is an old-school term, arguably outdated for the youth audience targeted by the brand.
How did the word even gain legal approval? The FDA has guidelines for products to be labeled fresh. Sprite bottles and cans do not include freshness dates.
Sprite has embraced hip-hop culture for decades, and the refresh recruited rappers and music artists to deliver authenticity. Yet the agencies and enterprises Ad Age identified as responsible for the work appear to be predominately White—and lame to boot.
The scenario demonstrates how White advertising agencies and brands love hip hop—and use cultural appropriation as a marketing ploy.
Somebody should ask Will Smith to recreate The Fresh Prince of Bel-Air role and slap everyone behind the new Sprite platform.
Sprite unveils new identity and culture-first ‘It’s That Fresh’ platform
By Tim Nudd
Sprite is hitting refresh with a new global platform that turns up the flavor of culture.
The Coca-Cola-owned soda’s new “It’s That Fresh” effort brings its branding, partnerships and product pipeline under one umbrella across 180 markets. The push centers on culture, with a focus on music, streetwear, basketball and food trends that shape younger audiences. The campaign acts as a reset of sorts, aligning everything from visuals to collabs into a single global system.
At the core of the effort is a refreshed brand identity, updating Sprite’s look and feel across packaging and communications. The redesign revives the brand’s lemon-lime iconography and pairs it with a bolder wordmark. Also, cans now feature a vertical logo treatment. Alongside the visual overhaul, Sprite is introducing a new sonic identity developed with producer Mustard, designed to carry across ads, digital content and brand experiences.
Music plays a major role in the rollout. U.K. rapper LeoStayTrill is among the artists contributing original work tied to the platform, using a custom Sprite-branded instrument loaded with sounds inspired by the product. The move extends Sprite’s long-running association with emerging artists, positioning the campaign as both a branding effort and a content engine for social and streaming.
Coca-Cola’s internal design team worked with the agency forpeople on the new identity. Other agencies who worked on this campaign include WPP Open X, Zeno Group, Tuney and Ear Candy.
The brand is also expanding its footprint in street culture through a collab with Crenshaw Skate Club, a Los Angeles-based collective known for its crossover between skateboarding and fashion. The partnership is expected to include limited-edition drops and experiences throughout the year, adding a retail and experiential layer to the work while connecting Sprite to grassroots creative communities.
“Today’s generation isn’t looking to be told what’s cool—they’re defining it for themselves,” said Oana Vlad, VP of Sprite global brand. “‘It’s That Fresh’ is Sprite meeting them where they are, spotlighting the freshest takes across culture and the people who aren’t afraid to play by their own rules.”
Food is another pillar, with Sprite continuing its “Hurts Real Good” effort focused on spicy flavors. Partnerships with Takis, Tabasco and McDonald’s will include social activations, live events and co-branded offerings, tying the drink to late-night eating and bold flavor profiles. The campaign positions Sprite as a go-to pairing for heat-heavy dishes, a trend that has gained traction among younger consumers.
On the product side, the platform is backed by global expansion plans for Sprite Chill and Sprite+Tea, two newer offerings that reflect shifting tastes and online-driven experimentation. Sprite Chill introduces a cooling sensation layered onto the classic lemon-lime profile, while Sprite+Tea builds on a viral trend of mixing soda with tea. Both lines are expected to roll out in multiple flavors and formats depending on the market.
The campaign kicks off with an event in London called Sprite FreshFest, featuring performances, product showcases and brand-led experiences across music, fashion and food. From there, the platform will expand globally through the summer, with localized activations both online and in person.
