Coca-Cola has officially decided to add Sprite Chill to its permanent lineup. The cherry-lime soda, which first hit shelves as a limited-time offering in April 2024, quickly became a fan favourite, surpassing expectations in both sales and consumer engagement.
The decision to make it a staple of the Sprite brand comes after an overwhelmingly positive reception.
A Limited-Time Hit Turned Permanent
Sprite Chill’s debut has exceeded expectations, becoming Coca-Cola’s top-selling innovation in North America for 2024, generating $50 million in retail sales in its first 21 weeks. The cherry-lime drink has attracted new consumers and increased Sprite’s household penetration, marking a major achievement in the competitive soft drink market.
Sprite Chill reached 88% of the sales total for PepsiCo’s Starry, a 2023 lemon-lime competitor. The drink also boosted regular Sprite purchases by 4.4% during a 13-week period. These figures made the decision to add Sprite Chill to Coca-Cola’s permanent lineup an easy one.
“Chill grew Sprite trademark household penetration, which is amazing in a mature category. It recruited consumers into the trademark, which is unbelievable and a standard we always want to achieve with innovation,” said Kate Schaufelberger, brand director for Sprite at The Coca-Cola Company.
In addition, a new strawberry kiwi flavour will be introduced at Walmart as a limited-time offering.
Marketing Success and Consumer Enthusiasm
The campaign garnered more than 1 billion media impressions and saw a striking 98% positive sentiment.
Consumer engagement reached seven times the usual industry benchmark, reflecting an exceptional connection with its audience.
“We not only achieved business results, but put something out in the market that consumers really, really responded to,” Schaufelberger said.
Sports and Cultural Appeal Strengthen the Brand
Sprite Chill’s marketing success was largely driven by its collaboration with Atlanta Hawks star Trae Young, also known as “Ice Trae.”
The campaign centred on the theme of “cold” as a symbol of peak performance, reinforcing Sprite’s long-standing ties to sports and youth culture.
Young will continue to play a significant role in Sprite Chill’s branding, with the drink’s alignment to the “Obey Your Thirst” slogan and partnerships with athletes like Minnesota Timberwolves’ Anthony Edwards strengthening its position in the sports marketing world.
They fit together very nicely and ultimately speak to us showing up in passion points with various tactics and various ways into the trademark,” Schaufelberger said.
Expansion and Global Potential
Sprite Chill is now expanding its reach into new cultural territories. The brand has formed a partnership with Black House Radio, a YouTube show and event series that showcases Black DJs in the house music scene.
Coca-Cola is also eyeing global expansion for Sprite Chill, capitalising on Sprite’s strong international presence. “That’s going to be a great next chapter in international markets where Sprite is ripe for growth,” Schaufelberger said.
“There’s ample opportunity to bring this experience and product there.” Sprite Chill is well-positioned to be a lasting presence in Coca-Cola’s portfolio, with its strong performance in North America and strategic marketing efforts.