01
Challenge
Sprite’s market share was in decline. Alongside a product refresh and brand overhaul, the soft drink giant sought a consumer-centric cultural positioning that would allow them to optimise their ability to attract Gen-Z soda drinkers and reignite commercial growth
02
INSIGHT
Among global Gen-Z soft drink consumers, NERDS found that the dominant influence on culture and identity, and subsequently purchase decision making, is rap music and its associated cultural expressions.
03
Strategy
Among global Gen-Z soft drink consumers, NERDS found that the dominant influence on culture and identity, and subsequently purchase decision making, is rap music and its associated cultural expressions.
