Sprite Unleashes ‘It’s That Fresh’ Campaign in Kenya, Igniting Music, Basketball, and Digital Creativity Among Youth
The brand is also launching the Sprite Fresh Challenge, a digital competition empowering students to showcase their creativity, with KES 3 million in prizes up for grabs
. Fans can expect NBA-branded courts, professional trick-shot showcases, and courtside fashion moments – blending sport, style, and self-expression. Photo/Courtesy
By Ruth Sang
Sprite introduced its “It’s That Fresh” campaign to transform Kenya’s contemporary youth culture. The multi-month initiative, which combines music and basketball with digital artistry, started at KICC COMESA Grounds with a festive Valentine’s Day event that attracted more than 5000 young attendees to experience contemporary youth culture through music and fashion and dynamic performances.
Sprite will execute the campaign throughout the country from now until April by turning university campuses into active cultural centers through various activations and NBA-style basketball events and interactive sampling experiences. The brand has established the Sprite Fresh Challenge, which serves as a digital contest that enables students to display their artistic abilities while offering KES 3 million in rewards to winners.
The campaign features top Kenyan artists who perform live to deliver the campaign’s main musical theme through their performances. Fresh Masterclasses led by Carrie Wahu, Tileh Pacbro, and dance collective Cluster are equipping students with practical skills in content creation, digital marketing, and storytelling, creating real opportunities for young creatives.
Sprite partners with university basketball programs at Kenyatta University, Moi University, Maseno University, and Dedan Kimathi University to extend its outreach from music events and college campuses to basketball courts. Fans can expect NBA-branded courts, professional trick-shot showcases, and courtside fashion moments – blending sport, style, and self-expression.
Juliana Kituma, Director of Frontline Marketing at Coca-Cola Kenya, explained, “‘It’s That Fresh’ allows young people to share their individual style with the world while they enjoy their favorite activities and transform their standard physical activities into legendary experiences. We celebrate the Sprite brand’s core cultural and artistic elements through our interactive activations and partner collaborations and live events.
Through this campaign Sprite enables Kenyan youth to showcase their identity while gaining music and sports and digital creativity opportunities. The platform also allows them to promote the communities that shape their country’s cultural identity.
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