Sprite — which recently became the No. 3 carbonated soft drink in the U.S. — has launched its latest flavor innovation, Sprite + Tea, per details shared with Marketing Dive. Available in regular and zero-sugar varieties, the product will be available through October in the U.S. and Canada.
Sprite + Tea began as an intern research project that drew inspiration from a social media trend wherein consumers put tea bags into Sprite. When the trend garnered millions of views on TikTok, Coca-Cola North America’s R&D team sprang into action to fine-tune its offering. For Sprite, the new product demonstrates how social listening can be put to use.
“This was an organic, consumer-first insight,” said Kate Schaufelberger, Sprite North America brand director. “It just felt like a really ripe opportunity to listen to that consumer innovation idea as a foundation and jumping-off point.”
At Sprite, all innovation opportunities begin with research before developing formulas and prototypes. But the amount of online chatter around putting tea bags in Sprite — a beverage that has drawn comparisons to the mix of iced tea and lemonade known as the Arnold Palmer — accelerated the development process.
“The fact that consumers were organically… bringing a new sensorial experience to [Sprite] felt like enough validation to truly [take] action immediately,” Schaufelberger said. “How do we explore this, take it a step further… and make it our own?”
New flavor, new category
The creative campaign for Sprite + Tea involves a collaboration with Eastside Golf, an upstart fashion and lifestyle brand that is bringing elements of hip-hop and basketball culture — two foundational parts of Sprite’s marketing lexicon — to golf. The brand’s apparel has been embraced by everyone from former President Barack Obama and DJ Khaled to sports stars Chris Paul and Patrick Mahomes. Along with deals with major sports leagues, the brand also has relationships with Mercedes-Benz USA and Nike.
In the 30-second spot “The Fix,” an amateur golfer is filming content on the driving range, without much success. Eastside Golf co-founders Olajuwon Ajanaku and Earl Cooper offer up a Sprite + Tea, inspiring the golfer to fantasize about its effects: “Is this going to fix my swing, win me the jacket, make be your favorite rapper’s favorite golfer?”
In true “Obey Your Thirst” fashion, won’t do any of those things. “If you want to swing like a pro: reps,” a woman says in voiceover. “If you want a refreshing drink, new Sprite + Tea.” The campaign also includes a 15-second, product-focused spot that positions the new flavor as “not your granny’s sweet tea” along with outdoor, social and digital creative.
Source: Marketing Dive
