Last year, Dr Pepper surpassed Pepsi as the No. 2 soda in the US, falling only behind the behemoth that is Coca-Cola.
Dr Pepper’s strength came from its 20+ flavors, and the fact that it’s owned by Keurig Dr Pepper. Many establishments serve either Coke or Pepsi, but most also serve Dr Pepper regardless.
But now, Pepsi has dropped yet another spot as Sprite — Coke’s lemon-lime soda — has cinched the No. 3 spot, despite PepsiCo’s efforts to compete with Starry, its lemon-lime Sierra Mist replacement.
How’d Sprite come out on top?
Sprite has long leaned on culture to market its brand, specifically basketball and hip-hop. It continues to do so today, updated for a modern audience.
- In 2024, Sprite relaunched its 30-year-old “Obey Your Thirst” campaign with two sports stars: the NBA’s Anthony Edwards, and track-and-field sprinter Sha’Carri Richardson, the brand’s first female athlete partner.
- The move plays on nostalgia while targeting a new generation: In Edwards’ commercial, he assumes the same role that NBA star Grant Hill did in the ‘90s — and Hill performs the ad’s voiceover.
- Sprite is on trend, tapping Doechii before the rapper blew up; Richardson’s commercial dropped just months before she won a gold medal at the 2024 Paris Olympics.
- QR codes on packaging lead to online experiences, like a collab with Black House Radio, a platform for Black DJs.
- Sprite became a founding sponsor of Unrivaled, a women’s basketball league.
Also…
… Sprite scored a pretty significant flavor win.
Sprite Chill, a limited-edition soda featuring a proprietary “cooling sensation,” is now a permanent product after becoming Coke’s top seller in 2024 with $50m in sales in 21 weeks. Again, Sprite hired an NBA player, Trae Young, to star in ads.
Sprite Chill has since sold $100m in the past 12 months. Josh Kroo, VP of sparkling flavors at Coca-Cola, told Adweek, “It’s not just another flavor; it’s an experience.”
Experiences are what younger consumers are looking for, whether that’s a unique vibe, a digital experience, or a new flavor. Speaking of which, the latest TikTok hack is a fountain Sprite with three pumps of vanilla, which apparently tastes like cotton candy.
People are ordering this at McDonald’s… which has primarily served Coca-Cola products since 1955.
