Sprite® Turns Up the Refreshment in Experience-Driven Summer Campaign

Summertime is synonymous with beach trips, music festivals and carefree fun in the sun with friends. But as the mercury rises, vibes can fade and plans often go awry. 

That’s where Sprite comes in. The iconic soft drink’s cut-through, lemon-lime taste is the perfectly refreshing answer to the sweltering heat. 

This summer, the brand is owning these credentials with the launch of “Turn Up Refreshment,” a global campaign tailored to help thirsty fans fully embrace the summer season.

“Sprite has always been the drink of summer because it delivers ultimate refreshment through its uniquely intense bite of icy coolness,” said Oana Vlad, Global VP of Sprite. “‘Turn Up Refreshment’ showcases how Sprite helps us thrive — not just survive — in the hottest months of the year.” 

The campaign is anchored by immersive, multi-sensorial music festival activations and beach takeovers around the world, including Waterbomb, which fuses live performances with interactive water battles and special effects. The 2025 edition of the festival, which launched a decade ago in South Korea, is delighting fans in 13 cities across Asia and the Middle East. 

“Outdoor music festivals bring to life the real-life barriers of summer heat, creating the perfect place for Sprite to show up and deliver intense refreshment and memorable moments,” Vlad said. 

Additional Sprite-sponsored summer music festivals have rocked beaches in Sri Lanka, Vietnam and Brazil, with more scheduled later this year in Mexico, South America and Europe. In addition to engaging festivalgoers with refreshment-focused experiences such as on-site Sprite Showers and Sprite Sliding Pools, on-pack promotions give fans the chance to score VIP tickets, merchandise and Sprite voucher codes. The brand is also teaming up with a genre-crossing roster of artist ambassadors — including Chinese singer/actor JC-T and K-Pop star Karina — to create exclusive digital content and out-of-home creative activations. 

Sprite also is collaborating with leading streetwear retailer SNIPES on a co-branded apparel collection and the SNIPES x Sprite® Festival pop-up experience featuring DJ sets, challenges with spicy food tasting challenges and gamified vending machines with exclusive giveaways.

“These partnerships affirm Sprite’s commitment to shaping culture and making memories through fashion, music and other consumer passions,” Vlad said. “We’ve always intentionally aligned with artists and brands with ‘edge’ that embody our values of bold authenticity and unfiltered self-expression.”

“Turn Up Refreshment” creative positions Sprite as a cool, crisp respite to common heat-related dilemmas. In “Bum Burn,” a man tries to enter a car that has been baking in the sun before a scalding driver’s seat forces him to give up and grab a Sprite instead. In “Hot Sand,” a sweaty beachgoer tiptoes across a scalding-hot beach to a convenience store and heads straight for an ice-cold Sprite.  

Real-time data drives contextual out-of-home media placements, using a mix of geo-location and weather/temperature info to timely deploy hyper-relevant digital creative when and where people are feeling the heat. In select markets, fans can scan packaging and play games to enter for a chance to win epic prizes, including festivals tickets, Ticketmaster vouchers, backstage meet and greets and more.