Sprite’s market share was in decline. Alongside a product refresh and a full brand overhaul, the soft-drink giant wanted a consumer-led cultural position that could win over Gen-Z soda drinkers and reignite growth.
Among global Gen-Z soft drink consumers, NERDS found a clear answer: the dominant force on culture, identity and, in turn, purchase decisions, is rap music and everything around it.
We built a strategy to root Sprite in that movement and stand alongside it the right way, with genuine respect and real purpose. That included a global platform through which Sprite could acknowledge, celebrate and give back to the under-resourced communities largely responsible for birthing rap and pushing its influence through global culture ever since. Sprite has since reported a 26% uplift in brand perception among Gen-Z soft drink consumers.
