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Sprite reasserts cultural bona fides with global platform, brand refresh
Sprite's new global platform, 'It's That Fresh,' aims to reestablish its cultural relevance with Gen Z by leveraging partnerships in music, basketball, food, fashion, and street culture. This brand refresh indicates a strategic shift towards a more integrated and culturally resonant identity that appeals to younger consumers.
Marketing Dive: To engage Gen Z, “It’s That Fresh” includes global partnerships across music, basketball, food, fashion and street culture.
Sprite's strategic rebranding to connect with Gen Z through cultural partnerships is significant for the brand industry, offers a fresh approach, and provides actionable insights for brand strategy professionals.
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