In a world where algorithms dictate taste, new challengers flood the market, and “functional” sodas dominate the buzz, Sprite faced a choice: play defense or double down on what made it iconic. The team chose the latter and returned to their roots in music, sports and youth culture, embracing the edges of creativity, and letting the streets (and the feed) steer strategy. By reimagining legacy campaigns with fresh voices and turning viral trends into limited-edition innovations, Sprite reignited its cultural spark and redefined what it means to be a classic in a changing world. While reinventing its iconic platform: Obey your thirst. Join the team behind the magic of the work as they unpack how cultural credibility became a business growth engine, and how “staying true” turned out to be the boldest move of all.