Sprite debuts bold visual identity with major HK summer blitz

Sprite has unveiled a major brand refresh across Hong Kong, inviting Gen Z and urban youth to challenge conventions and define their own version of a summer "refresh".

Aimed at consumers who live with individuality and an unapologetic edge, this multi-touchpoint campaign is activating across retail, digital, and experiential channels throughout the peak summer months of 2026.

The centrepiece of this overhaul is a modernised brand visual identity spanning the entire lineup, including Sprite Regular and Sprite Tea. Already rolling out on local retail shelves, the new look features a updated logo, bold vertical typography, and a prominent lemon-and-lime icon designed to drive stronger brand consistency. 

Alongside the visual transformation, the brand has introduced a product upgrade for Sprite Zero Sugar, utilising a boosted carbonation formula to deliver bolder, punchier bubbles that reinforce its ultimate refreshing promise with zero calories and zero compromise.

To maximise reach, Sprite has partnered with brand ambassador Yan Ting and influential online KOLs to ignite a series of social media movements across its official Instagram and Facebook channels (@sprite_hk), showcasing rule-breaking, authentic lifestyles.

Offline, the brand has built an immersive experiential hub at the West Kowloon Cultural District. The interactive WestK party grounds feature Hong Kong’s first giant Sprite Shower equipped with cooling mist sprays, a water blaster game, a summer-themed photo zone, and a dedicated chill-out space. This physical activation is paired with a summer lucky draw on the proprietary COKE+ digital platform, which offers over 10,000 prizes through a compelling "buy-to-win" mechanic that drives receipt and QR code scanning.

The campaign is further driving real-time buzz and instant trial through high-energy street marketing. Throughout July and August 2026, a dynamic fleet of Sprite-branded motorcycles alongside a muscular model lineup will distribute free cans across high-traffic commercial hubs and key districts.

This massive offline push is reinforced by an extensive out-of-home advertising blitz, including bus body wraps, MTR placements, and prominent outdoor billboards across Hong Kong. Developed in partnership with creative agency Ogilvy, PR agency Ernest and Donald Marketing Communications, and production house Button Creations, the entire ecosystem relies on the COKE+ platform as its centralised digital engine for instant prize draws and coupon distribution.

From a strategic business perspective, Coca-Cola is evaluating the campaign's return on investment through clear, data-driven metrics. Success is measured by tracking the direct conversion of physical event attendees and sampling recipients into active digital users on the COKE+ platform, specifically monitored through the scanning velocity of unique gold cap QR codes.

Furthermore, the volume of physical trial generated at the West Kowloon event and various street sampling stations is being cross-analysed against immediate sales lifts in nearby retail channels to measure direct commercial impact.

“This summer, the meaning of ‘refresh’ no longer has just one standard answer. Sprite stands for authenticity, individuality and a non-conformist attitude, encouraging the younger generation to break free from rigid boundaries, express their true selves, and define their own version of ‘refresh’," said Tammy Huang, flavoured sparking brand manager, Hong Kong & Macau, Coca-Cola Company. 

"Whether through our completely modernised packaging layout, our upgraded Zero Sugar formula with intense bubbles, or our massive interactive cooling activations across Hong Kong, we want to give everyone the perfect refreshing companion to beat the heat, shatter constraints, and truly live their fresh," she added.

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