Sprite Zero Sugar Appeals to Impatient Gen Z with ASMR-Fuelled Relaunch Campaign

Sprite Zero Sugar has been since 1974 - when it was known as Sugar Free Sprite - but now it’s got a brand new look and a new attitude to match.

Eschewing the light and airy lemon, lime and white colourway, Sprite Zero Sugar has relaunched with a bold, black typography and bottle design. It follows on from Sprite’s brand refresh last year.

To launch the new look, WPP’s OPENX has created a campaign aimed squarely at time poor gen z. The two launch spots focus on a young man trying to catch a train and a young woman hoping to get to the bottom of some juicy gossip. In both cases they find themselves trapped in conversation and facing an excess of irrelevant information - which they tune out thanks to the refreshing fizz of the bottle.

According to Sprite, “The new campaign reflects gen z’s behavioural preference to skip the excess and get to the essence of things by encouraging fans to strip back the non-essentials in both their soda choices and their lives. In a world full of distractions and non-essentials, Sprite Zero Sugar is here to provide the essential crisp lemon-lime refreshment of Sprite without the sugar.”

The campaign was directed by Damien Shatford of The Sweetshop, with post from Gramercy Park Studios and editing from Work Editorial. OPENX is the bespoke WPP agency created for Coca-Cola in 2021.