Sprite has officially launched its newest movement, ‘It’s That Fresh’, aimed at the heart of Kenya’s vibrant youth culture.
The multi-month campaign kicked off with a massive takeover at the KICC COMESA Grounds on Valentine’s Day.
More than 5,000 young people gathered to celebrate music, style, and energy. The event featured high-voltage performances from local stars like Scar Mkadinali, Fathermoh, and Ndovu Kuu.
They were joined by Tipsy Gee and Charisma, who collaborated on the campaign's official anthem.
Empowering the next generation
The campaign is not just about parties. From February through April, Sprite is heading to universities across the country. The brand is hosting "Fresh Masterclasses" led by popular creators like Carrie Wahu, Tileh Pacbro, and the dance collective Cluster.
These sessions aim to teach students practical skills in digital marketing, storytelling, and content creation. It is a deliberate effort to help young Kenyans turn their creative passions into real-world impact.
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"‘It’s That Fresh’ is about delivering unforgettable experiences... giving young people the chance to express themselves and connect with what they love," says Juliana Kituma, Director of Frontline Marketing at Coca-Cola Kenya.The KES 3 Million Challenge
Digital creativity is a major focus of this movement. Sprite has introduced the "Fresh Challenge," a national competition where students share their "fresh takes" on stressful or "heated" moments.
The rewards are significant. A total of KES 3 million in prizes is available for winners. Every month, 151 participants will be recognised for their entries. This represents a direct investment in Kenya’s growing creator economy.
Taking over the courts
Basketball fans have plenty to look forward to as well. Sprite is partnering with major institutions like Kenyatta University, Moi University, and Maseno University. These campus takeovers will feature NBA-branded courts and professional trick-shot showcases.
The experience blends sport with courtside fashion and self-expression. Beyond the campuses, regional activations will take place across Nairobi, the Rift Valley, and the Lake region. These events are designed to be multi-sensory moments that can be seen, felt, and tasted.
Rooted in street culture, Sprite has a long history of connecting with street culture globally. For decades, the brand has been a staple in hip-hop and basketball circles through its iconic "Obey Your Thirst" mantra.
This new campaign re-establishes those deep roots in Kenya by showing up where young people spend their time — online, on the courts, and in the studio.
By partnering with the communities that shape trends, Sprite is moving beyond traditional advertising. It is creating a participatory cultural moment that lives both on the ground and on social media.
The campaign continues through April, inviting the youth to step away from the daily grind and into something fresh.
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