Sprite Launches ‘It’s That Fresh’ Platform Across ASEAN & South Pacific

Sprite®, the world’s leading lemon-lime soft drink, today announced the launch of its new global platform, “It’s That Fresh,” across ASEAN and South Pacific markets, marking a major step in the brand’s evolution and regional expansion.

Rolling out across more than 15 markets, the campaign introduces a refreshed visual identity, a new sonic branding element known as the Sprite Sound, and a series of culturally relevant partnerships centered around food, basketball, and music. The initiative aims to strengthen Sprite’s connection with younger consumers and reinforce its role in everyday moments of refreshment.

“It’s That Fresh” unifies Sprite’s brand expression across 180 markets globally while allowing for localized activation tailored to the diverse cultures of ASEAN and the South Pacific. The platform highlights the brand’s deep-rooted presence in regional street culture—from neighborhood food stalls to urban sports communities and music scenes.

Mark Dee, Category Marketing Sr. Director of Sparkling Flavors for Coca-Cola ASEAN & South Pacific, said the campaign reflects Sprite’s commitment to authenticity and cultural relevance. He noted that the platform brings together global brand strength with local insights to create meaningful consumer connections.

As part of the rollout, Sprite is reinforcing its association with spicy food culture across the region. Building on its “Hurts Real Good with Sprite” positioning, the brand will activate partnerships, content, and bundled offerings that highlight the pairing of its lemon-lime flavor with popular regional dishes.

The campaign also includes continued investment in basketball initiatives, supporting local communities and youth engagement through on-ground experiences and partnerships that celebrate creativity and self-expression.

A refreshed visual identity accompanies the launch, featuring the return of the iconic Lymon symbol alongside updated packaging across Sprite and Sprite Zero Sugar variants. The new design will be introduced across retail environments, including street vendors, convenience stores, and supermarkets.

Central to the platform is the Sprite Sound, a newly developed sonic identity created in collaboration with global music producers. Designed to be instantly recognizable, the audio signature will be integrated across campaigns and consumer touchpoints to reinforce brand recall.

In addition, Sprite announced a pipeline of new product innovations tailored to regional preferences. These include Sprite Chill Lemon Mint, Sprite + Tea, and Sprite Lime Mint, each offering unique flavor profiles and sensory experiences. Availability will vary by market.

The launch reflects a broader strategy by Sprite to align global branding with local cultural relevance, leveraging innovation and partnerships to drive engagement across fast-growing markets in ASEAN and the South Pacific.