Sprite has launched its global “It’s That Fresh” campaign in Germany, reinforcing its brand positioning around freshness, music, and youth culture. The campaign coincides with Sprite’s role as presenting sponsor of splash! Festival 2026, running near Berlin from July 2–4.
The initiative introduces a new visual identity, including the iconic Sprite Lymon symbol and white wordmark, while Sprite Zero Sugar remains clearly differentiated with black design elements and the “Zero Sugar” label. Sprite is also debuting the “Sprite Sound”, a global sonic identity developed with GRAMMY® Award-winning producer Mustard, for consistent brand recognition in all audio and video communications.
Festival activations will feature:
- Sprite Refreshment Base – branded space with interactive refreshment and engagement.
- Sprite Mainstage – the festival’s headline stage.
- Sprite B-Stage – DJ sets during stage transitions.
- Sprite Lounge – dedicated area for relaxation and social interaction in brand styling.
In addition, the Sprite portfolio expands with Sprite Chill, a sugar-free, mint-flavored variant available in 0.33-liter cans and 1.25-liter bottles. The product will be sold in grocery and discount supermarkets across Germany until the end of September.
Promotions tied to the campaign run from April 1 to August 31, 2026, offering consumers chances to win tickets to eleven German festivals via QR codes on packaging.
“The splash! Festival is an authentic meeting place for a young generation, where culture comes alive,” said Evelyne De Leersnyder, Managing Director of Coca-Cola GmbH. “As presenting sponsor, we connect refreshment with lived urban lifestyle.”
Why It Matters
For retailers and FMCG buyers, this campaign demonstrates the growing importance of experiential marketing linked directly to product sales. Sprite Chill provides a seasonal, limited-edition SKU that can drive store traffic and attract younger consumers.
The festival sponsorship and brand activations also signal how FMCG brands are leveraging cultural touchpoints to reinforce product relevance and increase consumer engagement — insight that can guide category planning, promotional calendars, and in-store marketing strategies for supermarkets and discounters.
