Coca-Cola Revamping Sprite Logo & Packaging
Sprite is getting a new visual identity with a revamped logo and packaging design.
Intended to provide a consistent global look and voice, the graphics aim to retain the brand’s recognizable green hue. Sprite Zero Sugar, meanwhile, is being awarded a “pared-back look” with a new font — a switch that times with the brand’s expansion in the United States and China. The packaging also has a prominent “Recycle Me” messaging that’s intended to further the brand’s sustainability goals.
The new identity will launch in the United States in August, according to a Coca-Cola spokesperson.
The No. 14 consumer goods company is also launching its first global platform for the Sprite brand — its second-largest brand, with more than $20 billion in global retail sales. The integrated campaign is the first global output of Coca-Cola’s new networked marketing model with agency partner, WPP.
[See also: Coca-Cola Goes DTC for Pixel-Flavored Zero Sugar Byte]
The platform marries social media activations, influencer engagement, out-of-home, video, and other content as part of a “Heat Happens” campaign, which will offer “humorous-yet-authentic” takes showcasing innocent scenarios gone awry. A “Heat Hacks” on-pack reward program furthers engagement through scannable codes with related content.
The campaign will roll out this year across North America, Greater China, India, Africa, Europe, South Pacific, Korea, the Middle East, and Latin America.
“In a world more heated than ever before, we feel the time has come to launch the first unified platform and visual identity on Sprite, to provide a consistent consumer experience around the world, introduce a new younger audience to the brand, engaging them in moments of physical or mental heat throughout their day, and offer them exciting experiences by tapping into passion points like music,” said Shrenik Dasani, global brand director of Sprite, in a statement.