Sprite, Coca-Cola’s citrus soda, has officially overtaken Pepsi to become the No. 3 carbonated soft drink in the U.S. by volume, according to Beverage Digest. This milestone wasn't just about taste — it was fueled by culture-first marketing.
Leading the charge was a powerful revival of the iconic “Obey Your Thirst” campaign. Relaunched in 2024, it was reimagined for a Gen Z audience unfamiliar with the original 1994 version, focusing on self-expression and cultural authenticity.
“Most of Gen Z wasn’t familiar with ‘Obey Your Thirst,’ so it was like launching a new campaign,” said AP Chaney, Senior Creative Director at Coca-Cola.
Sprite partnered with major figures like Anthony Edwards, Sha’Carri Richardson, and Doechii — faces that represent boldness and individuality. These partnerships spanned from revamped TV ads to music, sports, and social media.
“We don’t want to just serve messages at [consumers]... it’s a way for them to connect and interact with the brand,” said Chaney.
They also leaned into lesser-covered areas like women’s basketball via the Unrivaled league, furthering their image as early cultural adopters.
Innovative campaigns like Obey Days (QR-code activations) and Sprite Squad (text-to-unlock exclusives) blended digital and real-world engagement. Experiential partnerships like the Black House Radio collab added depth and diversity.
Their product strategy wasn’t far behind — Sprite Chill, a cherry-lime soda with a cooling sensation, was launched with huge success, reinforcing brand momentum.
“We’re planning to invest more behind it because we think it will play a super important role in the future of the portfolio,” said Josh Kroo, VP of Sparkling Flavors at Coca-Cola.
By embedding itself in culture and aligning with Gen Z values, Sprite’s “Obey Your Thirst” revival proved that relevance and authenticity are more powerful than legacy — and helped Sprite pass Pepsi in the process.