The new innovation combines Sprite(R) signature refreshment credentials with a tea-inspired twist to meet evolving consumer tastes and occasions.
Sprite(R), the iconic and ultimate refreshing lemon-lime beverage from the Coca-Cola system in ThailandThaiNamthip Corporation PLC, HaadThip PLC, and Coca-Cola (Thailand) Ltd., is expanding its refreshment portfolio with the launch of Sprite(R) + Tea, a new flavor innovation that brings together the crisp lemon-lime refreshment people know and love with smooth tea flavor notes in one distinctive beverage experience.
Following an online trend in which consumers added tea bags to Sprite(R), Sprite(R) + Tea was developed in response to growing consumer interest in flavor exploration and refreshment variety. The product reflects broader shifts across the beverage landscape, where consumers are increasingly exploring mash-up flavors, tea-inspired beverages, and shareable taste experiences across retail, convenience, and foodservice occasions.
As the tea category in Thailand being on the rise, after success in the US, China, Hong Kong and South Korea, Thailand became the next market and first market in ASEAN to bring Sprite(R) + Tea to consumersunder the 'SOUND WRONG, TASTES SO RIGHT!' campaign, which introduces an unexpected combination that's refreshingly bold and irresistibly 'so right'. By bringing together two recognizable flavor worlds, Sprite(R) + Tea is designed for consumers seeking greater variety while remaining anchored in familiar and trusted refreshment cues. The innovation combines Sprite(R) refreshment with a tea-inspired twist, offering a new way to enjoy the brand's signature refreshment experience.
The campaign also features Thailand's internet-favorite actress Janistar Phomphadungcheep, who brings her lively charm to the campaign and carries on the buzz around "I Like Sprite(R) in You." This reinforces 'Sprite' iconic image as the embodiment of sparkling refreshment, with a message that speaks for itself. The campaign will also include many exciting activities with online creators, so stay tuned for what's in store.
Kitisak Manoratana, Senior Director, Marketing for Coca-Cola in Thailand, said, "People today are constantly looking for new flavor experiences and fresh ways to enjoy the brands they already know and trust. Sprite(R) + Tea builds on the signature refreshment credentials of Sprite(R) while introducing an unexpected tea-inspired twist. It reflects our focus on understanding evolving consumer preferences and delivering innovation that is relevant, distinctive, and rooted in what people love about Sprite(R)."
Responding to Evolving Refreshment Occasions
As beverage occasions continue to diversify, consumers are increasingly seeking products that offer both familiarity and novelty. Sprite(R) + Tea was developed to meet that demand, creating a refreshment experience that feels instantly recognizable as 'Sprite' while introducing a new flavor dimension through tea.
The launch forms part of the ongoing innovation strategy for Sprite(R), which focuses on building on the brand's refreshment credentials through consumer-led insights, flavor innovation, and cultural relevance. By staying closely connected to changing consumer preferences, 'Sprite' continues to explore opportunities to deliver refreshment experiences that resonate across a broad range of occasions.
Creating New Refreshment Occasions
Sprite(R) + Tea is designed to broaden the brand's appeal by offering consumers another way to enjoy Sprite(R) refreshment. Internal consumer research showed strong interest among both existing Sprite(R) drinkers and sparkling soft drink consumers, highlighting the opportunity for flavor innovation to introduce new consumption moments and refreshment occasions.
The product also reflects growing consumer interest in beverages that blur traditional category boundaries, combining recognizable taste cues in ways that feel both familiar and contemporary. By bringing together lemon-lime refreshment and tea flavor notes, Sprite(R) + Tea offers retailers and operators a differentiated addition to their beverage assortment while remaining anchored in one of the world's most recognizable sparkling beverage brands.
Sprite(R) + Tea is now available
Sprite(R) + Tea will be supported through integrated marketing, retail activation, consumer sampling, social engagement, and earned media programs designed to build awareness and encourage trial. The product will be available in 500ml PET bottles at convenience stores, while 245ml PET bottle will be available at traditional grocery stores. Additionally, 1L PET bottles, 325ml cans, and 6-can multi-packs are available across leading supermarkets, hypermarkets, and department store nationwide, as well as via prominent e-commerce platforms.
As people's expectations continue to evolve, Sprite(R) + Tea represents another step in the brand's commitment to reimagining refreshment through meaningful innovation, while remaining true to the signature refreshment experience that has defined Sprite(R) for generations. For ongoing updates on Sprite(R) activities and additional information, please visit the official Facebook page: www.facebook.com/THSprite/, and Instagram @spritethailand.