Sprite launches regional brand reset with ‘It’s That Fresh’ platform

Singapore – Sprite has introduced a new global brand platform, ‘It’s That Fresh’, across ASEAN and the South Pacific, marking a refreshed regional push spanning more than 15 markets. The initiative includes an updated visual identity, a new sonic branding element, and a series of cultural partnerships focused on food, basketball, and music.

The Coca-Cola-owned lemon-lime soft drink brand said the platform will unify its brand expression across 180 markets globally, while being adapted locally to reflect regional culture and consumer habits.

The rollout builds on Sprite’s longstanding presence in everyday settings across the region, from neighbourhood convenience stores and street food stalls to supermarkets in Australia and New Zealand. In ASEAN and the South Pacific, the platform will centre on three key cultural pillars: spicy food, basketball, and music. The company said this approach is intended to align with how younger consumers in the region engage with food, sport, and entertainment.

As part of the rollout, Sprite will continue to develop its ‘Hurts Real Good with Sprite’ positioning in the region, focusing on the pairing of the drink with spicy food. The campaign will be supported by creator-led content, live activations, and bundled product offers tied to local dining habits.

On the other hand, basketball will remain a core focus for the brand, with plans to support grassroots initiatives and partnerships aimed at fostering community engagement and self-expression. Sprite said these efforts build on its existing presence in the sport across the region.

Music will also continue to play a role in the brand’s positioning, including the introduction of the “Sprite Sound”, a new sonic identity designed to serve as a recognisable audio cue across campaigns and platforms. The sound has been developed with global producers while being tailored to resonate with regional audiences.

Moreover, the platform introduces a refreshed visual identity, including the return of the “Lymon” symbol alongside a revised wordmark and updated packaging design. The new look will be rolled out across retail environments in the region from April.

“Sprite is more than just a drink—it’s part of how people experience refreshment in the heat, through food, sport, and shared moments,” said Mark Dee, Category Marketing Sr. Director of Sparkling Flavors for Coca-Cola ASEAN & South Pacific. “It’s That Fresh celebrates authenticity, originality, and the bold spirit of the region’s youth, bringing global brand strength together with local culture in a way that feels real and relevant.”

Alongside the brand refresh, Sprite is also introducing several product innovations in selected markets. These include Sprite Chill Lemon Mint, which offers a cooling sensation; Sprite + Tea, inspired by a consumer-driven trend of combining tea with the beverage; and Sprite Lime Mint, which adds a mint flavour profile to the core lemon-lime drink.

Availability of these variants, including Zero Sugar options, will vary by market.