This is a game changer. Sprite and NBA star LeBron James have teamed up for the first-ever, influencer-inspired, limited-edition Sprite flavor. Sprite 6 Mix by LeBron James combines traditional Sprite with cherry and orange flavors – the flavor formulation, packaging graphics and product name was actually co-developed with James.
“LeBron James is the perfect partner to bring our fans new product innovation,” said Kimberly Paige, Associate Vice President, Sprite Brands. “We’ve enjoyed an amazing relationship with LeBron since he entered the NBA in 2003.”
Sprite is all about self-expression, and James brought his creativity into the mix for the new flavor. The name reflects James’ jersey number, “6.”
“Growing up drinking Sprite, I never imagined I would have my own flavor someday,” James said. “I had a great time working with the Sprite team to turn my favorite flavors into a variation of one of my favorite brands.”
Sprite and James announced Sprite 6 Mix in Miami during an event at James’ clothing store, UNKWN. A launch party followed at SL Miami at The James Hotel.
Sprite 6 Mix is available nationwide at convenience and value stores such as Family Dollar and Dollar General. Sprite fans can enjoy the game-changing beverage in 20-ounce bottles and 19.2-ounce cans. The brand team launched Sprite 6 Mix through a variety of platforms to excite consumers and encourage trial, including point-of-sale activations, radio, video spots featuring James, sampling stations and digital billboards.
The Sprite 6 Mix social media campaign will encourage consumers to share “selfies” of themselves enjoying the product. Photos will be aggregated on Sprite.com and fans will also enjoy surprise and delight gifts of LeBron and 6 Mix gear.Get a behind-the-scenes look at production with James at www.sprite.com/6mix-story/ and share the new product on social media by tagging @Sprite and using hashtags #6MixSelfie and #ChangeTheGame.