SPRITE 2026: SETTING THE STANDARD FOR WHAT IT REALLY MEANS TO STAY COOL WITH NEW GLOBAL CAMPAIGN #IT’STHATFRESH
SPRITE 2026: There’s a reason Sprite continues to sit at the centre of culture. It understands that refreshment isn’t just about what you drink, it’s about what you feel. In 2026, the brand pushes that idea further, blending flavour, sound and street culture into a multi-sensory experience that feels as much like a moment as it does a campaign.
At the centre of the activation was flavour, but not in the way you’d expect. Sprite introduced a series of bold variations: Cherry Lime, Strawberry Kiwi, and Berry Lemon Mint, each delivering that signature chilling sensation the brand is known for. Paired with spicy food options on-site, the experience became something deeper. The coolness of the drink cutting through the heat created a contrast that felt intentional, almost addictive. Sprite Tea also made an appearance, adding a fresh, unexpected layer to the mix and signalling the brand’s willingness to experiment.
SPRITE 2026: I spoke with Oana Vlad, Vice President of Sprite Global Brand, as the brand unveiled its latest global direction. “When we say fresh, we’re not only talking about the product experience, we’re also talking about a fresh point of view,” she says. It’s a statement that comes to life clearly through Sprite’s newest platform, one that leans into originality, community, and the power of shared experiences.
You’re tapping into everything from music and basketball to spicy food and even sonic branding, what does “refreshment” mean to Sprite today beyond just the drink itself?
Well first, on the record, good to see you again Nicki. I think what’s really important, and maybe you heard me say this the last time we spoke, is that we talk about Sprite as ultimate refreshment with cultural edge. And those two things can never be separate from one another. So we have to be the most refreshing drink out there: intense, bold, hyper-carbonated, with a cut-through taste, while at the same time, Sprite has been shaped through culture over time, and we have to be committed to continuing that for today and for the new generation. So that’s why it’s really important with “It’s That Fresh,” which is now our new global platform.
When we say “fresh,” we’re not only talking about the product experience, we’re also talking about a fresh point of view. And what better way to bring a fresh point of view and fresh experiences than to celebrate original and authentic voices? So earlier this week, we introduced our return to basketball through the global NBA partnership, which we were super thrilled about. It is a big part of that because we feel like basketball is a space where culture is made. It’s the intersection of sports, fashion, music, inclusivity, and different types of players, which is amazing.
And as a big part of that, we’ve had a US-based partnership with Anthony Edwards that is expanding globally now. Again, that’s a big part of a fresh point of view. He’s one of the most original people out there, unapologetically himself, and that’s great. So that’s on the basketball side. I would also like to announce that we are signing a global partnership with the EuroLeague too. So we’re committed and really excited to keep building that space.
Additionally, on the side of music, you attended one of the live events in Vietnam, but outside of events, it’s also about the people that we work with and the people that we really believe bring that originality and fresh point of view. So when we decided to create a Sprite sound, because we think ultimate refreshment is something you have to see, taste, feel, and hear, that’s a big part of it, we wanted to work with someone who is original, who is super creative, and who can take the legacy and the iconic nature of the brand, along with the sound of opening a can, and create something really unique.
And of course, that was DJ Mustard, and he’s done an amazing, amazing job. The sonic sound is one part, and another collaboration that we did was to co-brand Ableton instruments, the mixing tables, that might be the instrument. We programmed them with the Mustard and Sprite sound in different variations, and that’s gone out to a lot of up-and-coming and rising artists. You’ll see Leo Stratral perform tonight, and also Uncle Waffles, the South African-based DJ. She’s amazing. So they’ve both created original music using the Sprite sound.
And lastly, the spicy food. Food is the number one way people enjoy a Sprite. We wanted to make sure that we do it in a way that is culture-forward, which is where spicy comes in. And of course, you learned about that in Vietnam, but we’re doubling down, we’re committing, and we’re expanding globally. The platform “Hurts Real Good,” I think you’ll see that in the event tonight too.
Gen Z isn’t easily impressed by brands “showing up” in culture anymore, what makes Sprite confident it can still lead conversations rather than just follow them?
Two things; First, yes, of course, there is a part of leading conversations, but another part of being in culture in a meaningful way is being comfortable with people taking your brand and making it their own. A lot of what you see, especially on social media today, is our fans talking about the Sprite experience. It’s actually how they describe it, as lightning, jumper cables, electricity, tingles. All of those things have literally inspired our visual identity, our sonic identity, and a lot of our marketing. So part of it is being comfortable and embracing that people will make your brand their own. That’s what’s important.
The second thing that’s super important is experiences beyond content creation, but now we’re scaling that much more broadly. We’re live at Lollapalooza and at the Waterbomb Festival Splash in Europe, which is a new partnership. We’ve signed for multiple years because it goes back to that commitment that, to really experience Sprite, you have to engage all the senses. So I would say those two things are really important: working and partnering with people who will take Sprite and make it their own, enabling and encouraging our fans and consumers to do that, and then creating super memorable experiences.
Sprite has a long history of spotlighting emerging talent before they go mainstream. In today’s algorithm-driven world, how do you actually identify what’s “fresh” versus what’s just trending?
That’s a great question. Sometimes you use the best information you have to date, and most importantly, that means the partners we work with align with the brand values. So whether it’s originality, progressiveness, or inclusiveness, that’s what really, really matters to Sprite. Based on the data we have, of course, from our partners, agency partners, and music partners as well, we have a good amount of information to be able to make decisions. I think again, sometimes that talent ends up becoming bigger talent. Sometimes it doesn’t always work out the same way, but what’s most important is that, in the moment, we’re authentic and bringing original voices to life.
SPRITE 2026: After our conversation, we headed to the activation that brought sound to life in real time. Performances from Krept & Konan delivered high-energy moments that grounded the experience firmly in UK Rap culture. Little Simz retired the mic for the night and stepped up in a DJ set that felt both effortless and intentional along with Jada Kai, while rising voices like LeoStayTrill showcased how the next generation is already shaping what’s next. Using a custom, limited-edition Sprite instrument, a branded Ableton Move pre-loaded with samples and product sounds, LeoStayTrill created original music built directly from the Sprite Sound itself.
Sprite really sharpens its edge in entering the Sprite Sound, a new global sonic identity created in collaboration with DJ Mustard. Designed to mirror the feeling of that first cold sip, the sound blends the crisp, recognisable cues of the brand with Mustard’s signature production style. It’s more than just audio branding, it’s a cultural cue, one that will live across all Sprite communications moving forward. It’s this kind of access and co-creation that defines Sprite’s current approach. Rather than simply aligning with culture, the brand is actively building within it.
That same thinking extends into its partnerships. Sprite’s collaboration with Crenshaw Skate Club roots the campaign deeper in street culture. Known for its influence across skateboarding, fashion, and community, the collective represents a generation that values authenticity above all else. Together, they’re set to roll out exclusive drops and experiences throughout 2026, spotlighting individuals who carve their own path.
And then there’s the heat. Sprite’s “Hurts Real Good” campaign returns, tapping into Gen Z’s growing love for spicy food as a cultural staple. This isn’t just about flavour, it’s about experience, the kind that’s shared at street food stalls, late-night link-ups, and across social feeds. Through global partnerships with Takis, TABASCO, and McDonald’s, Sprite is turning up the heat. Whether it’s Takis chips, a hit of TABASCO sauce, or McDonald’s Spicy Chicken McNuggets, the pairing is clear. Sprite is positioned as the ultimate cool-down, the drink that cuts through and completes the moment.
Beyond the content, the strategy is rooted in real-life experiences. From live performances to global festival integrations, Sprite is investing in spaces where culture is happening in real time. It’s not about watching from the outside, it’s about being in the room, in the crowd, in the moment. Sprite isn’t just refreshing, it’s creating something you can see, hear, taste, and feel all at once. And right now, it’s doing it in a way that hits exactly where culture lives.
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