- Sprite has launched a new product in time for summer: Sprite Chill. The new Sprite Chill line – which includes Sprite Chill and Sprite Chill Zero Sugar– brings a cherry-lime flavor to its signature lemon-lime taste. The product line will be available in North America through July.
- Sprite has also brought back its iconic “Obey Your Thirst” campaign with new creative starring NBA star Anthony Edwards and Sha’Carri Richardson, the world’s fastest woman (who happens to be Sprite’s first female athlete partner).
- The campaign honors Grant Hill, the NBA star featured in the 1994 spot in a playful spot that takes an “anti-advertising” tone.
From Peeps Pepsi to Spiced Coca Cola, soda brands have been experimenting with new flavors looking to attract consumers who are looking for more edgy flavors and low sugar options. Coca Cola Creations itself has been a lab for such products.
Sprite recently experimented with Sprite Winter Spiced Cranberry and Sprite Lymonade Legacy, and the latest Chill drink is timed for the summer season.
“When people think about Sprite, they think about cut-through refreshment,” said Kate Schaufelberger, brand director, Sprite, in a statement. “With Sprite Chill, we’re doubling down on these signature intrinsics while continuing our legacy of strategic flavor innovation and quenching fans’ thirst for variety and the exclusive badge value associated with trying and sharing limited-time-only beverages and experiences.”
The new product drops as the brand is returning to its classic irreverent tagline, “Obey Your Thirst,” which first launched in 1994. The award winning campaign that encouraged viewers to embrace their urges and follow their needs. Bringing the campaign back, the company has an opportunity to woo Gen Z with the iconic tagline in a new way, which includes sports integrations and marketing activations.
“Now more than ever, this generation is bombarded with opinions and trends about how they should be living their lives,” said Brian Rogers, Senior Director of Brand Marketing for Sprite North America, in a statement. “As a brand deeply rooted in championing individuality and authenticity, Sprite recognizes the overwhelming pressure and impact this can have on the growth and ambitions of a younger generation. With the revival of ‘Obey YourThirst,’ we’re excited to introduce this timeless message to Gen Z and inspire them to embrace their uniqueness and confidently chart their own path.”
