Sprite + Tea: From TikTok Trend to New Product
Sprite, now the No. 3 carbonated soft drink in the U.S., launched Sprite + Tea, available in regular and zero-sugar versions. The inspiration? A viral TikTok trend of adding tea bags to Sprite.
This consumer-led trend, with millions of views, caught the attention of Coca-Cola's R&D team. The result is a new product demonstrating the power of social listening.
This was an organic, consumer-first insight. It felt like a ripe opportunity to listen to that consumer innovation idea.
- Kate Schaufelberger, Sprite North America Brand Director
While Sprite's innovation process typically begins with research, the online buzz around adding tea to Sprite significantly accelerated development. This user-generated beverage drew comparisons to the Arnold Palmer, a mix of iced tea and lemonade.
Social Listening Fuels Innovation
The Sprite + Tea marketing campaign features a collaboration with Eastside Golf, a lifestyle brand blending hip-hop and basketball culture with golf. The 30-second "The Fix" ad showcases the new drink in a humorous scenario on a golf course.
The ad playfully suggests Sprite + Tea can improve a golfer's game, before reminding viewers that practice is key. A shorter, product-focused spot positions Sprite + Tea as a modern take on traditional sweet tea. The campaign also includes outdoor, social, and digital elements.
Eastside Golf's disruptive approach to golf aligns with Sprite's goal of bringing a fresh perspective to the tea category.
Building on Past Successes
The Sprite + Tea launch follows the success of Sprite Lymonade, which gained a permanent spot in the brand's portfolio. This focus on consumer preferences and innovative marketing has helped propel Sprite's growth.
Sprite continues to prioritize consumer insights and innovative marketing strategies to drive growth and solidify its position in the beverage market.
