Coca-Cola Launches 'Sprite Squad' to Engage Gen Z
Coca-Cola Co. in April launched Sprite Squad, an ongoing promotion and gamified experience exclusively for mobile devices.
The Sprite Squad is an instant-win game granting consumers who purchase Sprite products access to branded content, giveaways, perks and various digital experiences tied to music, sports, fashion and other shared passions.
Consumers can enter, or “join the squad,” by texting “THIRST” to 2653 and scanning their Sprite product during the current promotional period, April 13-Dec. 31. Sprite's social channels and website also promote and direct users to the Sprite Squad mobile community via links and QR codes.
Each month, the Sprite Squad experience will refresh with new content and giveaways connected to milestones, events, partnerships and limited-time-only product drops, anchored in the brand’s “Obey Your Thirst” mantra, according to a media release. Coca-Cola noted that future partner collaborations will be announced throughout the year and into 2026.
Squad members can also sign up for updates via email and SMS to be alerted about each new content drop.
“Sprite Squad links the physical product with a sustained digital destination that brings in consumers continuously throughout the year,” Jessica Lin, Sprite brand manager, Coca‑Cola North America, said in the release. “We are engaging Gen Z and Sprite fans with content and experiences that tap into their interests — fueled by Sprite purchases.”
The first experience currently available to unlock is a Sprite Chill collab with Black House Radio, a Los Angeles-based platform that celebrates Black DJs and house music. Sprite Squad members can verify their purchase to unlock an exclusive “Sprite Chill x Black House Radio” recap video and enter a sweepstakes to win VIP access to an upcoming Black House Radio performance.
“We’ve previously supported campaigns and product launches with standalone experiences, but this is our first-ever single destination for all things Sprite,” added Hannah Arner, senior manager, digital consumer experiences, Coca-Cola. “Sprite has the unique ability to authentically lean into so many passion points — from music to sports to fashion — enabling us to sustain an evergreen program like this and consistently deliver unique benefits Sprite drinkers can’t find anywhere else.”
This article first appeared on the site of sister publication P2PI.
