Refresh: The Sprite Rebrand: Refreshing Look & Feel (2024)

FAQs

Why did they rebrand Sprite? ›

The redesign needed to make things clear

Coca-Cola needed a long-lasting design system that would streamline its global brand and marketing. The design system needed to be more functionally efficient, reduce design waste and have a more eco-friendly approach.

Sprite is a refreshing and bubbly soda that never fails to quench my thirst. With its unmistakable lemon-lime flavor, it provides a crisp and tangy taste that is both invigorating and satisfying. The carbonation adds a delightful fizz, making each sip a delightful experience.

Brand Character

Young, authentic, no-nonsense, creative, urban, edgy.

Along with the new clear bottles, Coca-Cola has announced that Sprite's entire visual identity will get a revamp "to provide a consistent look and voice around the world." The brand's graphics will keep its green color, but will now feature more prominent "Recycle Me" messaging to help hammer home the change in bottle ...

According to PepsiCo, Starry was developed in response to growing national demand for lemon-lime soda, and as a fresh attempt to compete with Sprite, the Coca-Cola Company-owned brand that has long led the category.

Starry is a lemon-lime soft drink distributed by PepsiCo. Distribution began in January 2023. The brand is aimed at competing against Sprite and 7 Up. In January 2023, Starry replaced Sierra Mist as Pepsi's lemon-lime flavored drink, in part because Sierra Mist failed to gain market share in the growing category.

Sprites are a race of tiny fey related to pixies, known for their pranks, merriment and dancing. They are perhaps the most iconic of the fey creatures. Personality: Sprites are mischievous, graceful and whimsical. They love dancing by moonlight in fairy-rings, having various contests and games, and practical jokes.

Target Demographic

Sprite targets younger consumers, especially teenagers and young adults, known for valuing authenticity, individuality, and cultural relevance. They are active on digital platforms, making social media and influencer marketing crucial for reaching this audience.

In the world of advertising, few slogans have had the staying power and cultural impact of Sprite's "Obey Your Thirst." With its mix of irreverence, independence, and wit, the iconic phrase not only propelled the lemon-lime soft drink to new heights of popularity but also left an indelible mark on popular culture.

Sprite ditches green bottles to boost recycling, but critics say it's not enough For decades, the lemon-lime drink has come in green bottles — but clear plastic is more easily recycled, the company says. Environmentalists say the issue is not the color but the single-use plastic.

What did Sprite used to be called? ›

The lemon-lime drink known today as Sprite was developed in West Germany in 1959 as Fanta Klare Zitrone ("Fanta Clear Lemon" in English) and was introduced in the United States under the Sprite name in 1961 as a competitor to 7 Up.

The Sprite saga began in the year 1961 when The Coca-Cola Company introduced the drink in an attempt to make a mark in the lemon-lime realm of soft drinks. Stepping into the market with a clear mission, Sprite was ready to pique the interest of those looking for something refreshingly different.

Once the initial mania subsided, the fundamentals underlying Remix's popularity proved rather shallow. Without sustained marketing support and continued product innovation, Sprite Remix struggled to retain relevance as consumers moved on to the next fad drink.

Their world-famous Sprite plastic bottle went from its signature colour of green to a now clear one with a good reason: to improve their product's recycling.

But as shifting consumer tastes steered the beverage industry toward healthier drink options, and as PepsiCo itself focused innovation efforts on categories like sparkling water instead of struggling legacy brands, Sierra Mist's modest but loyal customer base proved insufficient to prevent its sunset.

Inspired by the citrusy soda's feel-good vibes, we wanted to create a new look and feel that captured the brand's effervescent essence in a changing world. The result: The first 7UP redesign in over seven years.