Sprite Zero Sugar will make its Hollywood debut through a collaboration with one of the year’s most anticipated films. The brand has teamed up with Marvel Studios’ Black Panther: Wakanda Forever, in U.S. theaters Nov. 11, for the “Infinite Potential and Zero Limits” campaign featuring limited-edition packaging, new TV creative and a QR-activated AR and digital experience—all offering a window into the inspirational and inclusive worlds of Sprite Zero Sugar and Wakanda to empower tomorrow’s creative talent to explore and patiently pursue their true gifts.
“As a brand, Sprite has consistently embraced multicultural creators and cultural arbiters,” said Terika Fasakin, brand director, Sprite North America. “We’re excited to extend this mission by joining the legacy of Marvel Studios’ Black Panther franchise—which has ignited a cultural movement from African origins all the way to modern-day American hip-hop—and promoting the fast-growing Sprite Zero Sugar on such a high-profile and strategically aligned platform.”
Sprite Zero Sugar cans and bottles featuring an eye-catching design inspired by the iconic Black Panther suit hit stores in September for a limited time in the U.S. and Canada. An on-pack QR code provides a gateway to the “Hall of Zero Limits” interactive digital experience on Sprite.com, where fans can access candid “Origin Stories” of three diverse female creators behind Black Panther: Wakanda Forever. The stories of production designer Hannah Beachler, storyboard artist Jasmine Alexia Jackson and sculptor Alicia Diaz highlight their backgrounds in STEAM (Science, Tech, Engineering, Arts, Mathematics), and video tutorials, pro tips and other exclusive content provide insights curious young minds can apply to their own unique journeys.
“The movie gave us a great opportunity to showcase Black and Hispanic creators from STEAM communities—which are rarely credited with their artistic contributions and are currently underrepresented by minorities—and highlight the ‘Infinite Potential and Zero Limits’ of self-expression,” said A.P. Chaney, creative director, Sprite North America. “We hope that by showing how these talented professionals started out in fields not traditionally associated with Hollywood, we will inspire aspiring creators to dive deeper into discovering their purpose, passion and power.”
Additional elements from the campaign include a fun, Wakanda-inspired TV commercial which, like the film, stars Black and Latinx talent; and promotional Sprite Zero Sugar cinema cups and popcorn bags featuring characters from the movie.
“We are thrilled to collaborate with Sprite by creating a custom campaign focused on inclusivity and inspiration, which are priorities of both brands,” said Mindy Hamilton, senior vice president of partnership marketing at The Walt Disney Company. “The result is not only engaging, but inspiring. There’s nothing more encouraging than origin stories—and we were honored to help Sprite Zero Sugar tell the personal journeys of some of the top creative team members in the world who are behind Black Panther: Wakanda Forever.”
In Marvel Studios’ Black Panther: Wakanda Forever, Queen Ramonda (Angela Bassett), Shuri (Letitia Wright), M’Baku (Winston Duke), Okoye (Danai Gurira) and the Dora Milaje (including Florence Kasumba), fight to protect their nation from intervening world powers in the wake of King T’Challa’s death. As the Wakandans strive to embrace their next chapter, the heroes must band together with the help of War Dog Nakia (Lupita Nyong’o) and Everett Ross (Martin Freeman) and forge a new path for the kingdom of Wakanda. Introducing Tenoch Huerta as Namor, king of a hidden undersea nation, the film also stars Dominique Thorne, Michaela Coel, Mabel Cadena and Alex Livinalli. Black Panther: Wakanda Forever, directed by Ryan Coogler.