The Sprite brand, the world's number one lemon-lime drink, announced on 19 March 2026 the global launch of the It's That Fresh platform — a strategic project that unifies the brand's image across more than 180 countries and redefines its presence in the culture of music, fashion, sport and spicy food.
The premiere took place during a special Sprite FreshFest event in London, kicking off the boldest chapter in the brand's history in decades. This is not another advertising campaign — it is a new language of communication with a young generation that creates culture itself.
A fresh approach to culture: what lies behind the It's That Fresh platform?
For over four decades, Sprite has been part of street culture, supporting artists, athletes and cultural creators before they hit the mainstream. Iconic campaigns such as Obey Your Thirst from the 1990s or the Sprite Limelight programme are just a fragment of the brand's heritage. The It's That Fresh platform brings this legacy together under one global communication system — visually, sonically and culturally consistent.
The platform's name is a clever play on words: fresh means both the intense, ice-cold refreshment of the first sip of Sprite and a "fresh perspective" — an attitude that questions the status quo and champions originality. According to the architects of this concept, the brand is not trying to impose trends, but stands alongside those who create them.
"It's That Fresh is a bold expression of Sprite, but also a life philosophy that celebrates questioning the status quo and promotes originality. The brand's goal is to deliver not only the ultimate refreshment with intense carbonation and a unique lemon-lime taste, but also a fresh perspective through partnerships with cultural creators around the world."
– Oana Vlad, Vice President, Sprite Global Brand, The Coca-Cola Company.
The platform is built on three pillars: a refreshed visual identity, a new sonic identity called Sprite Sound, and global partnerships spanning music, basketball, streetwear fashion and spicy food culture. Each of these areas is a space where Gen Z defines itself — and that is exactly where Sprite wants to be.
The return of Lymon and a new visual identity
One of the most symbolically important decisions within It's That Fresh is the return of Lymon — the brand's iconic symbol combining lemon and lime, which gradually disappeared from packaging over the years.
Now it returns in a modern, bold form, paired with a bold white Sprite wordmark as one cohesive graphic element that strengthens the brand's recognition globally.
The new packaging, which begins hitting shelves from March 2026, covers both classic Sprite and Sprite Zero Sugar. The sugar-free variant retains clear differentiation through black accents on the packaging — including a black line with the words "Zero Sugar". The cans have gained a new layout with a vertically placed wordmark, a clear departure from the previous aesthetic. The project was created by the forpeople studio in close collaboration with the global design team at The Coca-Cola Company.
Rather than rebuilding the brand from scratch, the creators of the new visual system focused on rebuilding its cultural distinctiveness. As industry experts point out, through years of incremental design changes Sprite lost some of its product distinctiveness — the It's That Fresh platform is meant to rebuild and strengthen that capital.
Sprite Sound: when refreshment can be heard
One of the most innovative elements of the platform is Sprite Sound — the brand's first-ever global sonic identity. The project was created in collaboration with DJ Mustard, a Grammy-winning producer and hip-hop and R&B artist whose catalogue includes work with the biggest music stars.
The starting point for Sprite Sound was archival recordings of sounds intrinsically associated with the brand: the crack of an opening can, the hiss of bubbles, the sound of ice, the first sips. Mustard built a cohesive musical identity from these materials, which will accompany all of the brand's audio and video materials — from ad spots through live activations to social media.
"Sound is a huge part of the brand's heritage — from our historic relationship with hip-hop to the product itself. Because Sprite must always represent both absolute refreshment and cultural edge, we needed a partner who would pour energy and sharpness into the brand for today. And that's exactly where DJ Mustard stepped in. " – Oana Vlad, Vice President, Sprite Global Brand.
The Sprite Sound concept fits into the broader trend of multisensory marketing, which is gaining importance in the global strategies of FMCG brands. According to the Kantar BrandZ 2025 report, brands that invest in a consistent sonic identity record on average a 46% higher recall rate than those that communicate visually only. Sprite Sound is therefore not just an aesthetic decision — it is a calculated investment in recognition.
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Street culture at the centre: music, basketball and skateboarding
The It's That Fresh platform is above all a deep integration of Sprite with the street culture ecosystem. The brand has returned as the official beverage partner of the NBA — after more than a decade-long break — which is a direct signal to PepsiCo and its Starry brand, which was losing that position.
A unique element of the new platform is the partnership with Crenshaw Skate Club — a skateboarding collective from Los Angeles that has had a real influence on streetwear fashion and the local community for years. Operating on the principle of "built from the ground up, powered by originality", Crenshaw Skate Club is exactly the voice Sprite has always wanted to amplify. Throughout 2026, the partnership will yield limited drops and exclusive experiences connecting the worlds of the board, fashion and community.
The music side of the platform is managed by the Sprite Limelight programme — a music platform that discovers emerging talent long before their mainstream breakthrough. Sprite's history with music dates back to 1986, including an iconic relationship with hip-hop, K-pop in South Korea, funk and urban music in Brazil, and now a sound created by Mustard for a global generation.
"Hurts Real Good": Sprite in the world of spicy culture
When young Gen Z consumers talk about "iconic" food, spiciness comes up more and more often — not as a flavour, but as a social experience. Sprite spotted this trend a year earlier with its Hurts Real Good campaign, and in 2026 it is going even deeper into it.
As part of the It's That Fresh platform, the brand is tightening partnerships with Takis, TABASCO and McDonald's, where Sprite becomes part of mixology-inspired, street-food-inspired taste experiences. The collaboration includes creator-led content, live activations and promotional sets.
The point is for Sprite to be not just a drink accompanying spicy food, but an integral part of it — an intense counterpoint that makes the whole taste experience fuller.
"The market is changing dynamically, and consumers — especially younger generations — expect something more than just a product from brands.Sprite accompanies these changes, betting on authenticity, individuality and refreshment that fit the lifestyle of young people. "
– Filip Kipa, Frontline Activation Senior Manager, The Coca-Cola Company.
Filip Kipa emphasises that the brand's new direction is an attitude encouraging credibility and courage — not just a visual change.
In Poland, the It's That Fresh campaign is being rolled out on OOH media, in digital activities, social media communication and on influencer channels, in stores, in non-standard formats and in PR communication. The following agencies are responsible for the execution: WPP Media, EssenceMediacom, VML, Fortis and 24/7 Communication. Additional materials are available at coca-cola.com/pl and in the Coca-Cola app.
Product innovations: Sprite Chill, Sprite + Tea and global expansion
The It's That Fresh platform is not only communication — it is also a system for scaling product innovations that have proven themselves in pilot markets. Sprite Chill, introduced in 2024 as a limited offer in North America, quickly earned a permanent place in the portfolio.
Now it is going global in four flavour variants: Cherry Lime, Strawberry Kiwi, Berry and Lemon Mint. The mint version — Sprite Chill Mint Zero Sugar — defines the concept of "chill" on Gen Z terms: ice-cold, intense, with not a gram of sugar.
At the same time, Sprite + Tea is being scaled — an innovation born directly from TikTok, where users started steeping tea bags in Sprite, creating their own unexpected flavour combinations. The brand spotted an authentic cultural signal in this and turned it into a product. Sprite + Tea returns to sale in the USA and Canada in May 2026 and is successively reaching global markets.
This kind of approach to innovation — listening to consumers and turning their behaviours into scalable products — is a strategy that marketing experts consider one of the most important trends of the year. According to the Deloitte Consumer 2025 report, as many as 71% of Gen Z consumers declare greater trust in brands that respond to user-generated content and draw product conclusions from it.
Poland and the CEE region: the context of Coca-Cola's investment
The debut of the It's That Fresh platform in Poland fits into the broader context of The Coca-Cola Company's growing ambitions in the Polish and Central European market. Over the past decade, Coca-Cola has invested more than PLN 1.3 billion in Poland, employing more than 1,800 people — making it one of the largest investors in the FMCG beverage sector in the region.
The non-alcoholic beverage market in Poland is growing dynamically. According to Euromonitor International 2025 data, the carbonated drinks segment is recording value growth of 6-8% annually, driven largely by new, innovative flavour variants and sugar-free products. As the leader of the lemon-lime segment, Sprite is in an ideal position to benefit from this momentum — especially with a platform that resonates so strongly with the values of the younger consumer group.
The London FreshFest served as the symbolic opening of the platform. Throughout the rest of 2026, the brand will engage local communities in further countries, presenting the new face of the brand through creative activities and cultural activations shaped by young people. The Polish campaign will be developed throughout the summer.
Industry assessment: is street culture the future of FMCG beverages?
Marketing experts and consumer researchers agree: strategies that treat culture not as an advertising channel but as infrastructure for building a brand are becoming the new norm in FMCG. Sprite is not a pioneer here — but it can b
e a leader in the precision of this approach. It's That Fresh is the first global system that combines visual, sonic, product and cultural identity into one cohesive mechanism.
According to the McKinsey & Company report "The State of Fashion and Consumer 2025", brands that authentically root themselves in Gen Z cultural ecosystems record a 34% higher consumer loyalty rate compared to brands operating solely with a product message. Sprite has one of the longest histories in this game — and now it is organising it under one global manifesto.
Sprite's transformation is also a signal for the entire FMCG market. Retail chains and retailers face the need to adapt shelf space and activation activities to brands that build value not only through taste, but through experien
ce. Platforms such as It's That Fresh require new thinking about merchandising, consumer touchpoints and in-store collaborations.
The Coca-Cola Company / Sprite
The Coca-Cola Company is one of the largest beverage corporations in the world, present in more than 200 countries and territories. The company was founded in 1892 and employs more than 80,000 people globally. The brand portfolio includes more than 500 brands, including Coca-Cola, Sprite, Fanta, Dasani, Powerade, Minute Maid and many others.
Sprite debuted in 1961 and is today the world's number one lemon-lime drink. In Poland, Coca-Cola has been investing for decades — over the last 10 years the total value of investment exceeded PLN 1.3 billion, and the company employs more than 1,800 people in the country.
Fun fact: the iconic Obey Your Thirst campaign for Sprite, today regarded as a model of authentic marketing to young people, was created in 1994 and for more than two decades defined the brand's relationship with hip-hop and street culture.
