Sprite takes on a new energy and adds new flavours

What's old is new again with the launch of a new campaign behind soft drink Sprite.

Rolling out across diverse markets in ASEAN and the South Pacific, Sprite’s new global image aims to combine a new look, a brand sound, and cultural partnerships rooted across spicy food, basketball, music.

The new marketing plan for the top 20 selling lemon-lime soda showcases everyday street culture and aims to be down to earth.

"Sprite is more than just a drink - it's part of how people experience refreshment in the heat, through food, sport, and shared moments," said Mark Dee, Category Marketing Sr. Director of Sparkling Flavors for Coca-Cola ASEAN & South Pacific (wow!).

"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."

Which means nothing at all, but is impressive marketing speak. 

From bustling sari-sari stores in the Philippines to warungs in Indonesia, late-night mamak stalls in Malaysia and supermarket fridges in Australia and New Zealand, Sprite is being positioned as being perfect for pairing with spicy food. 

Sprite is leaning into its 'Hurts Real Good with Sprite' platform in the region - celebrating the joy of bold, spicy flavours paired with the chilled soft drink. 

Sprite is being billed as complementing some of the region's most loved dishes, from tom yum and laksa to satay and other street-food favourites "delivering crisp lemon-lime refreshment that cuts through the heat".

Sprite will also be adding flavours with Sprite Chill Lemon Mint being launched across selected markets, while Sprite + Tea is inspired by "the viral social trend" of consumers steeping tea bags in Sprite. Missed that one. 

See Sprite.com.