Sprite Zero Sugar is making a big splash in 2023 with its first-ever global marketing campaign and a bold packaging graphics makeover.
A new multifaceted creative platform shows how Sprite Zero Sugar helps fans stay cool when “heat happens” with the crisp, lemon-lime refreshment they want and expect from Sprite, but without the sugar.
“Gen Z-ers lead busy, on-the-go lives and have very little tolerance for distractions or anything they consider to be non-essential,” said Aaliyah Shafiq Ely, Sparkling Flavors Category Lead. “They want to bypass things they don’t have time or energy for and cut straight to the good stuff. That’s essentially what Sprite Zero Sugar does by delivering the essentials of crisp flavor and nothing more.”
A new TV titled “Train Station” showcases the non-essentials—specifically, a longwinded ticket taker—standing in the way of a time-pressed protagonist’s essential pursuit of a train ride home. This same witty, irreverent tone comes through new Sprite Zero Sugar out-of-home advertising, point-of-sale communications, experiential activations and more. Sprite’s North America team led the development of the campaign’s creative elements, which markets around the world will adapt for local use.
“Sprite Zero Sugar reflects the brand’s commitment to give our fans the power of choice without sacrificing what’s important to them,” said A.P. Chaney, Director of Creative Strategy. “In a world of shorter attention spans, people are looking for instant gratification. With our new spot and re-brand, we believe that means nixing the unnecessary and getting straight to the great taste and flavor of Sprite Zero Sugar.”
At the heart of the campaign is a bold new look for Sprite Zero Sugar. Crisp black text over Sprite’s iconic green will dial up brand’s zero-sugar credentials and help the product stand out on store shelves. The new label design will appear on all Sprite Zero Sugar packaging, including 20-oz., 0.5-liter and 2-liter bottles, and 7.5-oz. mini cans and 12-packs of 12-oz cans.
The launch comes on the heels of Sprite Zero Sugar’s successful collaboration with Marvel Studios’ Black Panther: Wakanda Forever. The “Infinite Potential and Zero Limits” campaign—which featured limited-edition packaging, new TV creative and a QR-activated AR and digital experience inviting young creatives to explore and patiently pursue their true gifts—helped propel Sprite Zero Sugar to 56% volume growth in North America during the promotional period (and 35% for full-year 2022).
Our company has several global, employee-led inclusion networks, three of which focus on ability and wellness. These groups serve as an advocate for an inspiring and inclusive culture. Each group’s strategic priorities include bringing awareness to the value of diversity, equity, and inclusion as it relates to people across the organization and our overall mission.
The Sprite Zero Sugar campaign ladders up to Sprite’s global brand platform “Heat Happens”, which invites fans to step back and enjoy a hit of refreshment with Sprite when faced with unavoidable, and potentially annoying, moments that are part of daily life.