Why Coca-Cola is making a ‘unified’ global push behind the Sprite brand
Despite a brand health wobble in the UK over the last decade, Sprite remains one of the world’s most valuable soft drink brands. With fresh investment behind its zero sugar variety, analysts believe it is well-positioned to grow The Coca-Cola Company’s status in the flourishing no sugar market.
Sprite has been a phenomenon since it first hit shelves in 1961, but until recently the brand had never had a global brand platform and its marketing had been fragmented across individual markets. That’s all changing. The Coca-Cola Company is now making a “concerted” push behind the lemon-lime drink to build a global presence and maximise its potential for the business.