Sprite continues to upgrade its brand to stay relevant.
Design by Coca-Cola's in-house design team and agency Turner Duckworth
New packaging and new tastes are on the horizon.
Faced with declining cultural relevance, Sprite sparked a brand turnaround starting in 2018 by evolving its dated "thirst-quenching" identity into an edgier, youth-focused brand centered on self-expression and individuality. Backed by social media and influencer marketing, this strategic repositioning authentically resonated with multicultural youth audiences, driving a sales resurgence and renewed brand equity for Sprite.
Seeking to sustain this momentum in 2022, Sprite unveiled a new “Heat Happens” campaign tapping into current youth values of passion and determination. By modernizing its visual branding and partnering with culture-drivers like LeBron James, Sprite leveraged hype and trends to stand out in a crowded beverage market while expanding its brand identity beyond just refreshments. Sprite continues taking risks to deepen connections with youth demographics, knowing relevance requires constant brand reinvention. The ongoing evolution demonstrates Sprite’s commitment to remaining a fresh, culturally exciting brand in the future.
Campaign by Coca-Cola Company and agency partner WPP
Below are some drivers to how Sprite stays relevant:
Sustain Momentum - To build on the success of its 2018-2019 rebrand that re-energized the brand. The new "Heat Happens" campaign to keep momentum going.
Connect with Values - Research likely showed passion, hustle, and determination resonating with young consumers. Sprite is smartly tapping into those feelings.
Stand Out - With the beverage category so competitive, Sprite needs an edgy, distinct brand identity. This rebrand further differentiates Sprite.
Enhance Relevance - Sprite knows it needs to continuously update its branding to stay relevant to rapidly evolving youth culture and tastes.
Leverage Trends - Sprite aims to leverage current trends like social media challenges and purpose-driven messaging that align with its new "Heat Happens" campaign.
Build Hype - A brand refresh creates new buzz, interest, and attention - something Sprite likely wanted to capitalize on.
Expand Identity - This evolution expands Sprite's identity beyond just refreshment to be more well-rounded.
Sprite logo over the years.
There are many benefits to maintaining or evolving a brand:
Builds Familiarity - Keeping the core elements of a brand intact over time helps cement brand recognition and familiarity with consumers. This drives preference and loyalty.
Manages Perceptions - Proactively managing a brand through incremental changes enables a company to shape how consumers perceive the brand in an intentional way.
Enhances Relevance - Making evolutions to keep pace with consumer/cultural trends helps ensure the brand stays relevant and contemporary. This connects with target demos.
Revitalizes Interest - Judicious updates generate new buzz, interest and attention from consumers, media and partners. This provides fresh energy.
Conveys Innovation - Brand evolution communicates that the company is innovating, even if products remain the same. This perception of innovation is powerful.
Sharpens Messaging - Refining brand messaging/positioning keeps communication targeted and effective as consumer values shift over time.
Expands Appeal - Making moves like expanding into new segments broadens the brand's appeal to more audiences.
Rejuvenates Internally - Brand revitalization also reinvigorates employees and partners by rallying them around a shared evolving purpose.
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