Sprite Overtakes Pepsi as #3 Soda in US, Fueled by Pop Culture Marketing
Sprite has officially surpassed Pepsi to become the third-largest carbonated soft drink in the US by volume, according to Beverage Digest data. This achievement follows a successful year of marketing, including the revival of Sprite's iconic "Obey Your Thirst" campaign.
"Obey Your Thirst" Resonates with a New Generation
Relaunched 30 years after its debut, the "Obey Your Thirst" campaign features NBA star Anthony Edwards and Olympic sprinter Sha'Carri Richardson. This refreshed campaign resonated strongly with Gen Z, effectively introducing the classic slogan to a new audience.
“‘Obey Your Thirst’ wasn't just a relaunch, but a refresh for a new generation,” said AP Chaney, Senior Creative Director of Sparkling Flavors at Coca-Cola. “The resonance has been great in terms of how it showed up and how we're infiltrating culture.”
The campaign's message of authenticity and self-expression aligns with Sprite's core audience values, particularly in a social media landscape often characterized by pressure to conform.
"Our audience wants to feel it's okay to be themselves," said Josh Kroo, Vice President of Sparkling Flavors at Coca-Cola North America. "That authenticity is at the core of our partnerships and communication."
Strategic Partnerships and Cultural Relevance Drive Success
Sprite's strategic partnerships with rising stars like Edwards and rapper Doechii, before their mainstream breakthroughs, demonstrate the brand's keen understanding of pop culture trends. The brand also partnered with the emerging women's basketball league Unrivaled, further solidifying its commitment to supporting up-and-coming talent and cultural movements.
Beyond traditional advertising, Sprite has extended its reach through digital experiences like "Obey Days," activated via QR codes on packaging, and Sprite Squad, a text-and-scan program offering exclusive access to experiences related to sports, music, and fashion.
Innovation and Future Growth
Sprite's success isn't limited to marketing. The brand has introduced product innovations like Sprite Chill, a cherry-lime flavored soda with a cooling sensation, which has become a permanent addition to its portfolio. With plans for further flavor innovations and continued investment in marketing, Sprite aims to further strengthen its market position.
"Sprite has momentum," said Kroo. "We are planning to continue to invest more behind it, because we think it will play a super important role in the future of the total portfolio."
