Sprite — which recently became the No. 3 carbonated soft drink in the U.S. — has launched its latest flavor innovation, Sprite + Tea, per details shared with Marketing Dive. Available in regular and zero-sugar varieties, the product will be available through October in the U.S. and Canada.

Sprite + Tea began as an intern research project that drew inspiration from a social media trend wherein consumers put tea bags into Sprite. When the trend garnered millions of views on TikTok, Coca-Cola North America’s R&D team sprang into action to fine-tune its offering. For Sprite, the new product demonstrates how social listening can be put to use.

“This was an organic, consumer-first insight,” said Kate Schaufelberger, Sprite North America brand director. “It just felt like a really ripe opportunity to listen to that consumer innovation idea as a foundation and jumping-off point.”

At Sprite, all innovation opportunities begin with research before developing formulas and prototypes. But the amount of online chatter around putting tea bags in Sprite — a beverage that has drawn comparisons to the mix of iced tea and lemonade known as the Arnold Palmer — accelerated the development process.

“The fact that consumers were organically… bringing a new sensorial experience to [Sprite] felt like enough validation to truly [take] action immediately,” Schaufelberger said. “How do we explore this, take it a step further… and make it our own?”

New flavor, new category

The creative campaign for Sprite + Tea involves a collaboration with Eastside Golf, an upstart fashion and lifestyle brand that is bringing elements of hip-hop and basketball culture — two foundational parts of Sprite’s marketing lexicon — to golf. The brand's apparel has been embraced by everyone from former President Barack Obama and DJ Khaled to sports stars Chris Paul and Patrick Mahomes. Along with deals with major sports leagues, the brand also has relationships with Mercedes-Benz USA and Nike.

In the 30-second spot “The Fix,” an amateur golfer is filming content on the driving range, without much success. Eastside Golf co-founders Olajuwon Ajanaku and Earl Cooper offer up a Sprite + Tea, inspiring the golfer to fantasize about its effects: “Is this going to fix my swing, win me the jacket, make be your favorite rapper's favorite golfer?”

In true “Obey Your Thirst” fashion, Sprite + Tea won’t do any of those things. “If you want to swing like a pro: reps,” a woman says in voiceover. “If you want a refreshing drink, new Sprite + Tea.” The campaign also includes a 15-second, product-focused spot that positions the new flavor as “not your granny’s sweet tea” along with outdoor, social and digital creative.

“[Eastside Golf is] very much adding flavor and disruption to the traditions of golf… inviting people in who maybe wouldn't have been invited into golf,” said Schaufelberger. “It’s very much in line with how we see Sprite + Tea as adding flavor to a historically traditional category of tea and putting out our fresh take on it.”

Building on strengths

The launch of Sprite + Tea follows last summer’s Sprite Chill, which went from a limited-time offer to the No. 1 selling sparkling soft drink innovation at Coca-Cola in 2024 to a permanent spot in the brand’s portfolio. 

“When you start to look at how we're thinking about the innovation space, it's more than just a flavor that's helping to recruit people into the brand, but reinforcing what the brand stands for and delivers,” Josh Kroo, vice president of sparkling flavors in Coca-Cola’s North American operating unit, said in a previous interview with Marketing Dive.

Sprite Chill launched with a campaign featuring Atlanta Hawks star Trae Young, and this year expanded with a partnership with Black House Radio, a YouTube show and event series focused on Black DJs who play house music. Fostering a connection between the brand and consumer passions has helped drive the brand past Pepsi in the soda wars.

“I love innovations, because we can take bigger swings with our marketing,” said AP Chaney, senior creative director of sparkling flavors at Coca-Cola, in a statement. “Sprite has never rested on our laurels, so we’ll always continue to push ourselves to do what's right for our consumers and the business with innovations like Sprite + Tea.”