Sprite Powers Splash! Festival's Hip-Hop Culture

Sprite has deepened its connection with global music culture through its significant involvement at splash! Festival, a leading hip-hop event in Europe. As a key sponsor, Sprite not only named the festival's headline stage but also established an innovative basketball court on-site, fostering a space for creative interaction and refreshment.

Oana Vlad, Vice President of Sprite Global Brand, emphasized that live events are central to Sprite's identity and its connection with music. The brand's strategy involves identifying crucial cultural moments worldwide, from hip-hop hubs to pop-centric regions in Asia.

Sprite's approach to music partnerships is guided by a blueprint that ensures a consistent multisensory experience across activations. This includes a prominent visual presence, the availability of ice-cold products, and engaging sonic elements, all designed to reflect the brand's refreshing and dynamic qualities.

The brand adapts its execution to resonate with local cultures, as seen in China's nationwide college singing competition, which aligns with Sprite's broader objective of supporting emerging artists and "pushing culture forward."