Coca-Cola Europacific Partners (CCEP) has introduced a new taste, new visual identity and a global marketing campaign for Sprite aimed at driving trial among young adults.
The new formulations deliver an enhanced crisp lemon-lime flavour across both Sprite and Sprite Zero Sugar. A new lighter taste seeks to further differentiate Sprite Zero Sugar from Sprite regular, in a bid to accelerate sales of the zero-sugar variant.
The new recipes are accompanied by the roll-out of a clean and stylish new packaging design across all formats including 500ml and 2-ltr PET bottles, 330ml cans and multipack cans, as well as 330ml glass bottles for the on-trade.
The refreshed look and taste are supported by the return of 2022’s ‘Heat Happens’ global campaign, which will initially focus on “the irresistible taste and ice-cold refreshment of Sprite,” using audio cues including ice clinking, the sound of a can opening, and bubbles fizzing to bring the message to life. Later in the year it will focus on how Sprite offers consumers a cool down in moments of mental and physical heat, positioning the brand as the antidote to heat.
The new campaign kicks-off in April and takes in digital out-of-home, online video, social media and product sampling activities.
Martin Attock, Vice President of Commercial Development at CCEP GB, said: “We’re confident that the great new taste and bold new look will be a hit with existing Sprite lovers and new consumers alike, helping to drive sales for our customers.
“This year’s marketing campaign is letting Sprite’s renowned refreshment cues do the talking and is perfectly timed ahead of the summer season, when Sprite’s refreshing qualities make it a popular choice.”
