Sprite Drops ‘It’s That Fresh’ in Kenya
Nationwide university activations, basketball takeovers and creator masterclasses ignite youth culture
Sprite has launched its new ‘It’s That Fresh’ campaign in Kenya. The multi-month initiative blends music, basketball, and digital creativity. Moreover, it brings immersive campus experiences to young people across the country.
The campaign kicked off with a high-energy Valentine’s Day takeover at the KICC COMESA Grounds. More than 5,000 young people attended the event. As a result, the launch set the tone for an ambitious nationwide rollout.
From February to April, Sprite will extend the campaign through university activations, NBA-inspired basketball experiences, sampling tours, and a national digital creator challenge.
A High-Energy Launch Event
The launch event celebrated youth culture through music and live performances. Artists including Scar Mkadinali, Fathermoh, Ndovu Kuu, Tipsy Gee, and Charisma headlined the show. Notably, Charisma collaborated with Sprite on this year’s campaign anthem.
Together, the performers delivered a vibrant showcase of sound and style. Consequently, the event reinforced Sprite’s connection to street culture and self-expression.
Fresh Masterclasses Empower Young Creators
Beyond music, Sprite is transforming campuses into creative hubs. Through the Fresh Masterclasses, students will gain practical skills in content creation, storytelling, and digital marketing.
The sessions will be hosted by Carrie Wahu, Tileh Pacbro, and dance collective Cluster. Importantly, the workshops aim to help young creatives turn passion into opportunity.
In addition, the masterclasses will introduce the Sprite Fresh Challenge. This national competition invites students to share their “fresh takes” on everyday heated moments. Each month, 151 participants will receive recognition. Overall, prizes worth KES 3 million will be awarded. Therefore, the initiative directly supports Kenya’s growing creator economy.
Basketball Takeovers Hit University Courts
At the same time, Sprite is investing in campus basketball culture. The brand will host takeovers at Kenyatta University, Moi University, Maseno University, and Dedan Kimathi University.
These events will feature NBA-branded courts and professional trick-shot showcases. Courtside fashion moments will also add a style element. As a result, the activations will blend sport, creativity, and self-expression.
Furthermore, regional activations across Nairobi, Rift Valley, and the Lake region will support the campus events. These experiences will create multi-sensory moments that young people can see, feel, and taste.
A Campaign Co-Created with Gen Z
This year, Sprite is partnering with a new generation of creators and digital platforms. Through these collaborations, the brand will unlock exclusive content and immersive promotions. In turn, refreshment becomes a participatory cultural experience.
Juliana Kituma, Director of Frontline Marketing at The Coca-Cola Company Kenya, says the brand is deepening its presence in youth spaces. According to her, the campaign focuses on music, basketball, campus culture, and digital platforms. Ultimately, it gives young people space to express themselves and connect with what they love.
Refreshment Meets Cultural Expression
With ‘It’s That Fresh,’ Sprite goes beyond product promotion. Instead, the brand builds platforms for expression across music, sport, and digital creativity.
As the campaign rolls out nationwide, it aims to amplify the voices shaping Kenya’s youth culture. In doing so, Sprite positions itself not just as a drink, but as a catalyst for fresh experiences.
