Sprite Launches Campaign to Celebrate Youth Culture

SpriteKenya’s youth scene is getting a boost of energy following the launch of Sprite’s “It’s That Fresh” campaign — a bold, multi-month cultural initiative blending music, basketball, digital creativity and immersive campus experiences.

The campaign opened with a high-Valentine’s Day takeover at the KICC COMESA Grounds, where more than 5,000 young people gathered to celebrate the sounds, fashion and creativity shaping contemporary youth culture.

Running from February to April, the campaign will roll out nationwide through university activations, NBA-inspired campus basketball events, experiential sampling tours and a digital creator challenge aimed at empowering emerging cultural influencers.

Sprite says the initiative reconnects the brand with street and youth culture by engaging young audiences where their interests thrive — on campus, on the court, online and in music. The launch event set the pace with performances from Scar Mkadinali, Fathermoh, Ndovu Kuu, Tipsy Gee and Charisma, who collaborated on the campaign’s official anthem.

Across the country, selected universities will host Fresh Masterclasses, a workshop series led by creators Carrie Wahu, Tileh Pacbro and dance collective Cluster. The sessions will train students in content creation, digital marketing and storytelling, providing practical pathways for young creatives to monetise their skills.

The programme will also introduce the Sprite Fresh Challenge, a national digital competition encouraging students to share their “fresh takes” on everyday situations. A total of 151 participants will be recognised monthly, with prizes valued at KES 3 million in total — an investment the brand says supports Kenya’s expanding creator economy.

Sprite is also partnering with university basketball programmes to stage campus takeovers at Kenyatta University, Moi University, Maseno University and Dedan Kimathi University. The events will feature NBA-branded courts, trick-shot demonstrations and courtside fashion showcases, combining sport with youth expression.

Additional regional activations in Nairobi, the Rift Valley and the Lake region will offer interactive brand experiences designed to engage multiple senses and provide a break from everyday routines.

The company says the campaign has been designed in collaboration with digital creators and youth communities, delivering exclusive content, promotions and immersive online experiences alongside the physical events.

Juliana Kituma, Director of Frontline Marketing at Coca-Cola Kenya, said the campaign seeks to reconnect with young audiences through culture and creativity.

“For 2026, we’re strengthening our presence in the spaces where Kenyan youth live, play and create. It’s That Fresh brings together music, basketball, campus culture and digital platforms, giving young people opportunities to express themselves and connect with what they love,” she said.

Through the campaign, Sprite aims not only to promote its beverage but also to provide platforms for youth expression, supporting opportunities in music, sport and digital creativity while amplifying voices shaping Kenya’s culture today.