Sprite Launches the It’s That Fresh Marketing Platform
References: coca-colacompany
Sprite — the lemon-lime soft drink brand owned by The Coca-Cola Company — has announced a new global marketing platform called ‘It’s That Fresh.' As part of this initiative, the brand is introducing a refreshed visual identity, a new sonic logo, and expanded cultural partnerships across music, basketball, skateboarding, spicy food, and fashion.
The ‘It’s That Fresh' campaign is expected to roll out in 180 markets. The updated packaging brings back the Lymon symbol alongside a vertical white wordmark on cans for both Sprite and Sprite Zero Sugar, with the zero-sugar version distinguished by black color cues.
A collaboration with Grammy-winning producer Mustard has produced the Sprite Sound, a consistent audio signature for the brand’s communications, while UK rapper LeoStayTrill has created original music using a custom instrument pre-loaded with those samples. In the street culture space, Sprite is partnering with the Los Angeles-based Crenshaw Skate Club for exclusive product drops and experiences throughout 2026. The brand is also doubling down on the spicy food pairing angle through its ‘Hurts Real Good’ campaign, working with Takis chips, TABASCO sauce, and McDonald’s spicy chicken offerings.
Image Credit: Sprite
The ‘It’s That Fresh' campaign is expected to roll out in 180 markets. The updated packaging brings back the Lymon symbol alongside a vertical white wordmark on cans for both Sprite and Sprite Zero Sugar, with the zero-sugar version distinguished by black color cues.
A collaboration with Grammy-winning producer Mustard has produced the Sprite Sound, a consistent audio signature for the brand’s communications, while UK rapper LeoStayTrill has created original music using a custom instrument pre-loaded with those samples. In the street culture space, Sprite is partnering with the Los Angeles-based Crenshaw Skate Club for exclusive product drops and experiences throughout 2026. The brand is also doubling down on the spicy food pairing angle through its ‘Hurts Real Good’ campaign, working with Takis chips, TABASCO sauce, and McDonald’s spicy chicken offerings.
Image Credit: Sprite
Trend Themes
1. Sonic Branding Standardization - Consistent audio signatures across markets create scope for platforms that monetize and personalize short-form soundmarks in advertising and product experiences.
2. Culture-driven Packaging Revival - Heritage iconography and refreshed visual identities are enabling packaging to function as collectible cultural artifacts that extend brand narratives beyond the shelf.
3. Cross-category Flavor Pairing - Collaborations that pair beverages with spicy snacks and fast-food menu items are reshaping taste ecosystems and opening space for co-branded sensory offerings.
Industry Implications
1. Beverage - Major soft-drink brands leveraging global platforms and distinct SKUs signal opportunities for new product formats and regionalized variants driven by cultural partnerships.
2. Music and Audio Tech - Producer-led sound design and preloaded instrument samples point to demand for tools and marketplaces that distribute brand-native audio assets to creators.
3. Streetwear and Skate Culture - Exclusive drops tied to skate collectives and fashion alignments are turning limited-edition merchandise into experiential marketing vehicles with secondary-market value.
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