Sprite has shaped itself around street culture since the 1960s, becoming the first major soda brand to align with hip-hop and building an early presence in basketball before either appealed to marketers.
Now, with the launch of its new global platform, “It’s That Fresh,” the brand is doubling down on that DNA.
Rolling out across 180 markets beginning with a London event on March 19, the platform introduces new visual and sonic identities alongside global partnerships spanning music, basketball, spicy food, fashion, and street culture.
More than a tagline, “It’s That Fresh” reflects how Sprite engages with culture, according to Santiago Iturralde, president of global category, sparkling flavors at The Coca-Cola Company.
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