The Coca-Cola Company has reinvented its classic lemon-lime taste of Sprite with a hit of ginger, in its latest US launch.
Featuring two varieties, Sprite Ginger and Sprite Ginger Zero Sugar, the drinks are said to be in response to the surging popularity of ginger-flavoured sparkling drinks as well as meeting the trend for cross-genres brands.
“With every sip, you’ll get the crisp, refreshing cut-through of lemon-lime up front, balanced with a hit of ginger on the back-end,” said Mark Shorey, brand manager at Sprite.
Shorey added: “The Sprite Ginger launch is all about reinvention… reimagining the signature attributes Sprite fans know and love, with something new and unexpected.”
The latest flavour fusions are being launched via the brand’s ‘Thirst for Yours’ platform, a multi-year campaign which plans to pay homage to its decades-long connection to hip-hop.
“Sprite Ginger is all about adding a hit of something fresh and new, so as the first new product to launch under the ‘Thirst for Yours’ ethos, we used this concept of reinvention as creative inspiration for the collaboration,” said Sam Beresford, senior manager of integrated marketing communications at Sprite.
To support the launch, Sprite has teamed up with Jeff Staple and a team of artists to reveal a limited-edition fashion and product portfolio called the “Sprite Ginger Collection”.
The new additions expand Sprite’s several flavour extensions portfolio including Sprite Cherry, Sprite Tropical Mix, Sprite Winter Spiced Cranberry and Sprite Lymondae.
Sprite Ginger is available now in retailers across the US in 20oz and 2 litre bottles, as well as 12oz cans. Sprite Ginger Zero Sugar can be purchased nationwide in 12oz cans.
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