Sprite’s ‘It’s That Fresh’ Platform Arrives with a Focus on Spicy Food and Street Culture

Sprite is rolling out a new global platform called ‘It’s That Fresh’ across ASEAN and the South Pacific. The platform brings a dynamic new look, an iconic brand sound, and bold cultural partnerships that center on spicy food, basketball, and music.

For anyone who has enjoyed a cold drink at a local street stall or late-night eatery, Sprite has long been part of those moments. The new chapter refreshes the brand’s visual identity, including an updated logo and packaging, plus the Sprite Sound – an ownable sonic signature meant to be instantly recognizable.

Spicy food sits at the heart of this platform. Across hawker centers, night markets, and local favorites, spice is a shared experience that brings people together. Sprite continues its ‘Hurts Real Good with Sprite’ approach in the region, celebrating bold, spicy flavors paired with crisp lemon-lime refreshment. This pairs well with many street-food dishes, including plant-based options like spicy noodle or curry dishes.

Beyond food, basketball remains a key form of community and self-expression. Sprite will continue supporting local basketball in 2026. Music also plays a supporting role in amplifying refreshment and creativity.

Several new flavour innovations are worth noting for 2026. Sprite Chill Lemon Mint offers a cooling sensation. Sprite + Tea was inspired by the viral trend of steeping tea bags in Sprite. Sprite Lime Mint adds a touch of mint to cut through humidity. Availability varies by market; check Sprite.com for local offerings.

For more on ‘It’s That Fresh,’ follow Sprite on Instagram, TikTok and YouTube, or visit Sprite.com.