Sprite's successful brand refresh captures younger target audience

08 april 2024
Sprite header

Sprite is showing a strong performance globally with growing penetration

Kantar’s Brand Footprint research has named Sprite the 19th most chosen FMCG brand globally. It has grown 8% on their Consumer Reach Points (CRP) measurement – equating to 34 million new shoppers. CRP measures brand strength in terms of the number of times brands are chosen by shoppers.

Strong Meaning across markets puts Sprite in a comfortable position

Sprite scores above average on Meaning across all markets we tested, except for in the Netherlands where the Lemon & Lime category is under pressure.

Sprite brand equity
Growth in penetration has come following the brand’s focus on their unified, global ‘Heat Happens’ marketing campaign, showcasing the moments in which Sprite can help refresh and cool you down. Targeting the Gen Z audience, the campaign has broadened consumers perceptions about consumption moments, both in and out of home.

A fresh new look in 2023 is aimed at making the brand more appealing to a younger audience

With the brand new design Sprite has focused on targeting a Gen Z audience. Combined with the marketing campaign, also tailored towards the younger age demographic, Sprite has given itself a full refresh – not dissimilar to how it aims to refresh its users.
The brand refresh comes with a switch to clear plastic bottles, replacing the distinctive green bottles the brand is well-known for. This has been done to allow for easier cleaning and recycling of the bottles in response to increasing concerns around sustainability.

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