Sprite launches new global platform ‘It’s That Fresh’

NEW YORK — Sprite, the world’s No. 1 lemon-lime soft drink, enters its boldest, freshest chapter yet with the launch of ‘It’s That Fresh,’ a new global platform that reaffirms Sprite as the ultimate refreshment with the freshest takes on culture.

‘It’s That Fresh’ unifies Sprite’s global brand expression under one persistent platform – introducing a refreshed logo and visual identity, the new ‘Sprite Sound,’ and global partnerships across music, basketball, spicy food, fashion and street culture.

“It’s That Fresh is a bold expression of Sprite as well as a mindset that celebrates challenging the status quo and championing originality,” said Oana Vlad, Vice President, Sprite Global Brand. “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.”

The platform reinforces Sprite’s enduring relevance with younger consumers, meeting Gen Z across authentic spaces where culture is shaped and shared. This approach reflects the brand’s belief that growth comes from cultural relevance.

“It’s That Fresh” evolves how Sprite expresses itself globally for today’s generation and consumers around the world will see ‘It’s That Fresh’ come to life in tailored ways in their local markets. In the U.S., ‘Obey Your Thirst’ is an iconic part of Sprite’s legacy and connection to culture. ‘Obey Your Thirst’ will remain the consistent platform in the U.S. and will continue to inspire the next generation. 

“Today’s generation isn’t looking to be told what’s cool — they’re defining it for themselves,” said Oana Vlad, Vice President, Sprite Global Brand. “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.”

As one of the world’s most iconic beverage brands, Sprite is scaling what has always made it distinctive. For decades, it’s embedded itself in music, basketball, and street culture — not by chasing trends, but by showing up consistently and authentically. ‘It’s That Fresh’ brings that legacy under one global platform to drive sustained momentum worldwide. 

Sprite’s connection to street culture runs deep, stretching back to 1986 with its ‘Now More Than Ever’ ad. Since then, the brand has consistently aligned with the voices and movements shaping culture around the world — from the birth of its iconic ‘Obey Your Thirst’ campaign in the 1990s to spotlighting rising talent before mainstream fame through Limelight, its global music platform, as well as collaborations spanning K-pop in South Korea, pop in China, and funk and urban beats in Brazil. Over four decades, Sprite has used its platform to elevate the next generation of artists, athletes, and tastemakers, building a foundation rooted in authenticity and self-expression. With ‘It’s That Fresh,’ that legacy is elevated and expanded further globally.

 A New Look and Sound

The refreshed visual identity marks the return of Sprite’s iconic Lymon symbol – one of the brand’s most recognizable assets and an icon of refreshment – with an evolved contemporary design unified with the bold white Sprite wordmark as one hero asset, strengthening distinctiveness globally. Through energetic movement, bursts of liquid and the unmistakable green-and-white color system, Sprite’s ultimate refreshment and intense lemon-lime cut-through are expressed visually as a dynamic force.

The new look begins rolling out in March 2026 and will be across both Sprite and Sprite Zero Sugar, including new cans featuring the new Sprite wordmark vertically. While both Sprite and Sprite Zero Sugar now share the same bold hero asset, Sprite Zero Sugar maintains clear differentiation through black color cues across all packaging, including the black “Zero Sugar” line copy.

Alongside its new look, the brand is introducing the Sprite Sound – Sprite’s new global sonic identity, which builds on Sprite’s long-standing connection to music and is designed to feel as refreshing as the first sip of a cold Sprite. Created in collaboration with GRAMMY Award-winning, multi-platinum producer and artist Mustard, the Sprite Sound will live across all new Sprite audio and video communications — creating a consistent, instantly recognizable expression of Sprite through sound.

To further amplify the Sprite Sound, UK rapper LeoStayTrill has created original music using the custom, limited-edition Sprite instrument, a branded Ableton Move, which has been pre-loaded with samples and product sounds that make up the new Sprite Sound. 

 Rooted in Street Culture

Deepening its connection to street culture, Sprite is partnering with Crenshaw Skate Club, the Los Angeles–born skate collective known for its influence across skateboarding, fashion and community. Built from the ground up and driven by originality, Crenshaw Skate Club represents the voices Sprite has always championed. Throughout 2026, the collaboration will feature exclusive drops and experiences that celebrate those who set their own path and shape culture on their own terms.

 Sprite & Spicy

When it comes to food, Sprite’s fresh take is spicy. At street food stalls and late-night spots across the world, spicy food has evolved beyond a trend into a staple of street culture. Driven by younger consumers’ appetite for fiery and more complex global flavors, spice is no longer just about taste; it’s a full sensory experience that’s meant to be shared.

In the second year of its ‘Hurts Real Good with Sprite’ campaign, Sprite is leaning further into Gen Z’s love of spicy food and turning up the heat through global and regional brand partnerships with Takis, TABASCO Brand and McDonald’s, which will come to life through social and creator-led content, live experiences and Sprite & Spicy bundle offers.

Sprite’s ultimate refreshment is the perfect spicy food pairing for any occasion – whether it’s snacking on Takis chips, taking a dish to the next level with a few extra drops of TABASCO Sauce, or enjoying an order of late-night McDonald’s Spicy Chicken McNuggets. With Sprite, it ‘Hurts Real Good.’

 Scaled Innovation

Innovation remains central to Sprite’s cultural edge. As part of ‘It’s That Fresh,’ Sprite is taking two proven innovations – Sprite Chill and Sprite + Tea – global, following strong consumer response in North America.

Originally launched as a limited-time offering in 2024, Sprite Chill quickly earned a place in Sprite’s North American portfolio, delivering a bold twist on the brand’s signature lemon-lime taste with a proprietary cooling sensation. Now expanding globally, Sprite Chill continues to tap into consumer demand for multi-sensorial refreshment, including through the evolution of mixology-inspired experiences in QSR – bringing intense refreshment to fans in new and unexpected ways.

The global expansion includes four limited-time ultra-bold flavors — Cherry Lime, Strawberry Kiwi, Berry, and Lemon Mint. Availability, including flavors, regular and zero-sugar options, and packaging formats vary by market.

Sprite is debuting the new, limited-edition Sprite Chill Mango Citrus exclusively in the U.S. at Walmart beginning March 2026 while supplies last. Fan favorite Sprite Chill Cherry Lime is available in stores in the U.S. and Canada now.

Sprite + Tea builds on a viral movement where consumers remix sparkling beverages with unexpected flavor additions. Inspired by the popular social trend of consumers steeping tea bags in Sprite, Sprite + Tea reflects the brand’s commitment to listening to consumers and translating cultural moments into scalable innovation. Sprite + Tea will expand globally beginning with Sprite + Tea in select markets, with additional flavors and variants in development. Sprite + Tea [SG1] is returning to the U.S. for its second run in the U.S. and Canada and is slated to rollout May 2026.

At McDonald’s, Sprite brings mixology-inspired drinks to the menu, remixing its iconic lemon-lime taste into bold, crafted beverage experiences that deliver icy, craveable refreshment in new flavors and formats, giving fans even more ways to enjoy Sprite and keep coming back.

Together, these platforms demonstrate Sprite’s continued focus on bold innovation grounded in consumer trends — with more to come as the brand evolves its portfolio to meet shifting tastes and create new occasions for ultimate refreshment globally.

Availability of Sprite Chill and Sprite + Tea regular and Zero Sugar varieties, new LTO flavors, and packaging formats varies by market. Please visit Sprite.com to find available products near you.