- Sprite has introduced a new beverage: Sprite + Tea, a sparkling lemon lime iced tea drink that was born out of social media research.
- The brand found that consumers were putting tea bags into their Sprite and sharing these homemade drinks on TikTok, thus the new product was born.
- To celebrate the launch of the limited-time offering, Sprite is partnering with the lifestyle golf brand Eastside Golf for a new digital campaign.
Many brands employ social listening tools to understand how consumers feel about their products. Sprite took this social listening to identify the trend that was happening on social media and encouraged their peers in the R&D team to create a new product.
“Our strategy is simple: continue to elevate how consumers experience our cut-through refreshment,” said Kate Schaufelberger, brand director at Sprite. “We noticed a viral trend – our consumers were steeping tea bags with Sprite to create their own unique Sprite and tea blend.”
“Inspired by this organic behavior, we’ve developed a consumer-driven innovation: a ready-to-drink product that elevates this trend to a whole new level,” Schaufelberger continued. “We’re combining the crisp, refreshing cut-through of Sprite with the delicious taste of iced tea, resulting in a truly unique and unexpected experience. This innovation is designed to drive growth and excitement around the Sprite brand, offering consumers a fresh way to ‘Obey Your Thirst.’”
The U.S. soft drink market is seeing consistent growth and will reach more than $467 billion in annual sales by 2030, per Beverage Digest. Summer is a time that these brands often introduce new and limited time flavors, as consumers are drinking more soda. The partnership with Eastside Golf gives the brand a way to illustrate how its drink – not too far off from a classic Arnold Palmer – can help quench thirst after playing a round.
“Both Sprite and Eastside Golf share a passion for pushing boundaries and redefining spaces, which is what made working with them so natural,” explained Schaufelberger. “They have disrupted the golf world by blurring the lines between traditional golf apparel and streetwear, creating a fresh and culturally relevant brand. Similarly, Sprite + Tea is a bold, limited-time offering that brings a refreshing twist to a traditional category. Eastside Golf is helping us show how Sprite + Tea can bring refreshing flavor to any social gathering, even on the golf course.”
The new product also helps the brand expand from soda drinkers and reach potential iced tea drinkers.
“Ultimately, we want to connect with consumers who are trend-conscious and open to trying new and exciting products,” added Schaufelberger. “We believe Sprite + Tea has the potential to become a summer staple for anyone looking for a refreshing and flavorful beverage.”
