"That exact second is what Sprite is trying to capture with its new brand refresh, which includes the return of a beloved brand symbol, an updated logo, new visuals, and the brand's first-ever signature sound. These updates are part of a broader campaign called 'It's That Fresh,' which Sprite says is designed to appeal to younger consumers by strengthening the brand's presence in music, food, and sports spheres."
"According to Oana Vlad, VP of Sprite's global brand, Sprite currently reigns as the 'number one lemon-lime soft drink in the world.' Its competitors include big names like 7-Up and Starry (formerly Sierra Mist), as well as a more recent wave of pre- and probiotic soda entrants vying to sweep up the growing consumer base that's turning away from traditional soda in favor of healthier 'functional' beverages."
"For Sprite, this whole campaign is clearly a major marketing investment aimed at bringing the brand back into the public consciousness. On the aesthetic side, the brand is tapping into one of its most valuable assets—the sensory experience of drinking a Sprite—to bring some life back into its brand."
Sprite, the world's number one lemon-lime soft drink, is undergoing a major brand refresh to strengthen its market position and appeal to younger audiences. The campaign, called 'It's That Fresh,' centers on capturing the sensory experience of drinking Sprite—that initial fizzy, citrusy moment when the beverage hits the tongue. The refresh includes an updated logo, new visual identity, returning brand symbols, and Sprite's first-ever signature sound. The company is expanding its presence in music, food, and sports, including returning as the NBA's official beverage partner. Updated packaging will roll out globally across Sprite and Sprite Zero lines. Despite being the market leader, Sprite's brand presence has weakened over time, prompting this significant marketing investment to revitalize consumer engagement.
Read at Fast Company
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