Sprite Refresh Campaign

Reconnect with a younger, always-online audience through creators who live in gaming lounges and late-night group chats, not just summer ads.

1. 01

   We brought together gaming, comedy and lifestyle creators. Gaming creators folded Sprite into stream breaks and clutch-moment content, comedy creators turned 'thirst' and heat-of-the-moment humour into shareable skits, and lifestyle creators built it into late-night hangouts and summer cookouts.

2. 02

   Creators were picked for strong live and short-form engagement rather than follower count. Content rolled out across Instagram Reels, YouTube Shorts and live-adjacent gaming content, timed around peak summer heat and evening screen-time windows.

3. 03

   We tracked engagement in real time and doubled down on the formats that resonated most, gaming clips and comedy skits, to keep the campaign high-energy through its run.