Sprite refreshes look, sound and culture connections

Sprite, the lemon-lime soft drink, has launched It’s That Fresh, a global platform that unifies the brand’s cultural expression and highlights its role as a source of refreshment.

The initiative introduces a refreshed logo and visual identity, a new sonic identity, and partnerships spanning music, basketball, spicy food, fashion, and street culture.

Oana Vlad, Vice President, Sprite Global Brand: "It’s That Fresh is a bold expression of Sprite as well as a mindset that celebrates challenging the status quo and championing originality. Sprite’s goal is to deliver not only ultimate refreshment with intense carbonation and exceptional lemon-lime taste, but also a fresh perspective through partnerships with culture-makers around the world and new, memorable experiences for fan communities in music, sports, and food."

Connecting with Gen Z through culture

The platform reinforces Sprite’s relevance with younger consumers, meeting Gen Z in spaces where culture is shaped.

Vlad: "Today’s generation isn’t looking to be told what’s cool — they’re defining it for themselves. It’s That Fresh is Sprite meeting them where they are, spotlighting the freshest takes across culture and the people who aren’t afraid to play by their own rules."

Sprite’s legacy in street culture stretches back to 1986 and includes campaigns such as Obey Your Thirst, global music initiatives through Limelight, and collaborations spanning K-pop, funk, and urban beats in markets like South Korea, China, and Brazil. It’s That Fresh consolidates this legacy under one global platform.

A refreshed look and sonic identity

Sprite has updated its visual identity, returning the iconic Lymon symbol and pairing it with a bold white wordmark. The redesign features dynamic movement, liquid bursts, and the green-and-white color system to visually express intense lemon-lime refreshment. The new look will appear on both Sprite and Sprite Zero Sugar cans, with vertical wordmarks and black cues for Zero Sugar.

The campaign also introduces the Sprite Sound, a global sonic identity created with GRAMMY® Award-winning producer Mustard. UK rapper LeoStayTrill has produced original music using a custom Sprite instrument, extending the sonic identity across social and audio channels.

Rooted in street culture and culinary experiences

Sprite deepens its cultural connection through partnerships with Crenshaw Skate Club, celebrating originality in skateboarding, fashion, and community. The brand also continues its Hurts Real Good with Sprite campaign, pairing Sprite with spicy foods through collaborations with Takis®, TABASCO® Brand, and McDonald’s®. The campaign includes social content, live experiences, and bundle offers to highlight the sensory experience of spice.

Scaling innovation globally

Sprite is expanding two innovations — Sprite Chill and Sprite + Tea — beyond North America. Sprite Chill offers bold flavors with a cooling sensation, while Sprite + Tea taps into the trend of remixing beverages with tea. Both will be available in select markets, with mixology-inspired options at McDonald’s to create bold, craveable refreshment experiences.

Global launch and experiences

It’s That Fresh launched on March 19 with Sprite FreshFest in London, featuring live performances, exclusive drops, and immersive experiences across basketball, music, food, fashion, and street culture. The platform will roll out globally over the summer, bringing Sprite’s refreshed perspective to audiences worldwide.