Sprite has launched a new platform to connect with Gen Z through street culture, extending the brand's global rollout across 180 markets.
Created by Ogilvy, the regional push for the 'It's That Fresh' platform covers more than 15 markets including the Philippines, Indonesia, Malaysia, Australia and New Zealand. The initiative spans creator-led content, live experiences, and 'Sprite & Spicy' food bundle promotions, with new packaging rolling out across coolers, street stalls and supermarkets.
Spicy food sits at the centre of the ASEAN and South Pacific play, building on the 2025 'Hurts Real Good' campaign, which partnered with brands including McDonald's, Buldak and Takis. For this push, the brand is leaning into regional food culture, pairing the drink with dishes like laksa, satay and tom yum.
Sprite's visual refresh marks the return of the Lymon symbol, the brand's original lemon-lime icon, paired with a bold white Sprite wordmark. The redesign was led by design agency Forpeople in collaboration with Coca-Cola's in-house team. In addition, the campaign also introduces the 'Sprite Sound', which is meant to be as audibly recognisable as the brand's logo.
On the product side, three new variants will roll out in select markets through the year: Sprite Chill Lemon Mint, Sprite + Tea, and Sprite Lime Mint, which was developed specifically for Southeast Asia's heat and humidity.
"Sprite is more than just a drink—it's part of how people experience refreshment in the heat, through food, sport, and shared moments. 'It's That Fresh' celebrates authenticity, originality, and the bold spirit of the region's youth, bringing global brand strength together with local culture in a way that feels real and relevant," said Mark Dee, category marketing senior director of sparkling flavours for Coca-Cola ASEAN and South Pacific.
Sprite holds some 8% of the Asia's carbonated soft drinks market, sitting behind parent brand Coca-Cola, which commands around 70% of the segment.
Campaign's take: Spice is a major cultural thread across ASEAN, and Ogilvy's 2025 work showed how well leaning into food culture can work for the brand. Whether the on-ground activations can match its past work is the real test.
Source: Campaign Asia-Pacific
