A ‘bold’ new visual identity has been unveiled across the Sprite range in a bid to target adults aged 18-29.
Coca-Cola Europacific Partners (CCEP) said the new packaging brings a ‘clean’ and ‘stylish’ edge to the classic Sprite look, with ‘sleek’ new white and black text that clearly differentiates Sprite and Sprite Zero Sugar.
The design is echoed across all formats of the drink, including 500ml and two-litre PET bottles, 330ml cans and multipack cans, as well as 330ml glass bottles for the licensed channel.
Made from 100% recycled plastic, the 500ml clear bottles will feature caps that remain attached once opened – which CCEP said will make it easier to recycle the entire bottle and ensure no cap is left behind.
The launch of the new packaging design comes alongside a new formulation of the drink, which CCEP said will deliver an ‘enhanced’ crisp lemon-lime flavour. It added that it will further differentiate Sprite Zero Sugar from regular Sprite, with the former offering a new ‘lighter’ taste profile.
Martin Attock, VP of commercial development at Coca-Cola Europacific Partners GB, said, “Sprite has enjoyed solid growth over the past 12 months and our latest activity is designed to build on that momentum. This year’s marketing campaign is letting Sprite’s renowned refreshment cues do the talking and is perfectly timed ahead of the summer season, when Sprite’s refreshing qualities make it a popular choice.
“We’re confident that the great new taste and bold new look will be a hit with existing Sprite lovers and new consumers alike, helping to drive sales for our customers.”
