The Coca-Cola Company launched a major rebranding of Sprite on May 14, 2026. This refresh introduces a new visual identity and a more prominent logo. The global marketing campaign, It’s That Fresh, connects the brand with music, sports, and street culture.
The initiative aims to attract a new generation of consumers. Recent data shows Sprite slipped to fifth place in the U.S. soft drink market.
Coca-Cola is diversifying its portfolio into energy drinks and ready-to-drink alcoholic beverages to fuel growth. The company continues to navigate operational challenges, including supply chain disruptions in several international markets.