In 2022, the new vision system of [Sprite] was launched for the first time in China.
As a brand with a 38-year history in China and a global value of more than one billion US dollars, Sprite has subverted traditional concepts and launched a new brand image under the guidance of Coca-Cola's global design team.
At the same time, while retaining the classic original taste, Sprite has also launched two new sugar-free products, bringing Chinese consumers a new and cool choice.
【*New installation 【Sprite】The full series has been listed in various channels across the country】
Adapt to consumer demand Visual design is newly upgraded
Adhering to the concept of insisting on innovation, a new visual image of youth, modernity and boldness [Sprite] came into being.
The new packaging not only redesigned the trademark, but also adjusted the label, bottle cap and secondary packaging, which is a comprehensive transformation and upgrade of the brand image: by highlighting the iconic brand elements and eliminating unnecessary details, the new design makes the "Sprite" more brand recognizable.
【*New【Sprite】Full Series】
Speaking about the design concept, Rapha Abreu, Global Design Director of Coca-Cola, said: "The new [Sprite] brand image, with the classic green packaging, will convey the brand concept in a dynamic, unique and modern way, encourage consumers to express themselves, and lead [Sprite] to always maintain youthful and cool vitality." ”
As a new force in today's society, Gen Z young consumers are different, not only eager to express themselves boldly, but also love punk health.
【Sprite】This new packaging design is a major effort made by the brand in order to communicate with young people in depth.
"In line with the values and aesthetics of Gen Z consumers, [Sprite]'s new brand image has been boldly simplified in design. We believe that the new and upgraded Sprite can win the favor of more Chinese consumers. Jasmin Vinculado, president of Coca-Cola's global flavored soda category, said.
At the same time, Sprite's new visual system has also responded positively to the rapid rise of sugar-free categories.
The updated packaging design makes Sprite's sugar-free series easier to identify than ever before.
The white trademark is always used for the original "Sprite", while the black trademark represents the sugar-free series of products.
It is worth mentioning that [Sprite] has also expanded its sugar-free product line at the same time, upgrading from the original one product to three products: retaining the original taste of [Sprite] sugar-free, upgrading [Sprite] sugar-free fiber +, and launching a new "Sprite" sugar-free lemon mint flavor, hoping to bring consumers more cool experience.
China's first listing opened a new chapter in the upgrading of the global brand image of Sprite
As one of the important brands under Coca-Cola's all-category strategy, Sprite has always been one of the outstanding product lines in the global market, and China is the world's largest market for Sprite*.
In order to enable Chinese consumers to more quickly understand the new packaging of "Sprite", around the new visual system, relying on Coca-Cola China's strong system synergy and network-based organization, [Sprite] has planned a rich and diversified marketing activities for the Chinese market that is listed for the world's first listing.
[Sprite] has always been committed to bringing consumers a cool experience, and this time , Sprite ' new visual system has established a unique connection with young consumers, targeting the brand as the young people of Generation Z , which has great significance and impact on the future development strategy of [Sprite].
Liu Yuyun, Vice President of Marketing for Coca-Cola Greater China, said: "As one of the iconic brands in the Chinese market, Sprite has always been loved by consumers. This time, China as the first market for the launch of the new visual system of [Sprite], represents our great importance to the Chinese market and Chinese consumers. We will continue to build the classic brand of "Sprite", and the fully upgraded "Sprite" will bring a cooler experience to a new generation of Chinese consumers." ”
As the world's premiere market, China not only symbolizes an important milestone in the development of the Sprite brand, but also leads the world to open a new chapter in the image upgrade of Sprite.
*Calculated in: Sales volume
(Editing Rainbow.) ）
Source: COFCO Coca-Cola Huazhong Company
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