Heritage and cool modern design worked together to bring a new look to Sprite globally

The new look has now been introduced globally and will be rolled out across the Middle East at the beginning of August 2009.

Focussing on the brand's refreshing character while retaining the historic packaging and iconic identity, the new look communicates the brand promise of 'Sudden Refreshment'. The revamped identity of Sprite will be supported by a fresh advertising campaign which captures the brand message, 'You like change. So do we. Do what's in your head.' as well as in-store promotions across the region. The brand encourages you to 'live instinctively' and be true to who you are.

Sprite now has a modern twist which will create more impact on shelves and in the hands of consumers. The traditional Sprite 'Spark' has been re-introduced to provide a modern interpretation of classic refreshment. The lemon-lime mark (called 'Lymon') has been increased in size making a bolder statement as well as looking more life-like emphasising the lemon-lime flavours incorporated in Sprite.

The new packaging design features an assortment of colours - icy crispness of silver, verdant green, cold blue and the lemon yellow. The packaging also includes product information '100% refreshment, no caffeine' to reiterate that Sprite doesn't have any caffeine and offers sudden refreshment of body and mind.

Antoine Tayyar, Public Affairs and Communications Director for Coca-Cola Middle East said:

"Sprite's new visual identity is another step towards further strengthening our position in the lemon-lime soft drink category. We focussed on modernising the key elements of the historic Sprite packaging and identity for consumers to once again notice and relate to the Sprite brand. A modern interpretation of a traditional badge has been created, with the 'spark' and Lymon icon integrated to provide a sudden splash of refreshing effervescence."

"In line with the new look, we have pushed the barriers of traditional packaging and created a new innovative packaging on our plastic bottles. The new PET Sprite bottles will now sport attractive transparent labels that enable the classic and modern green colour of the bottle to come through enticing the consumer with its refreshing effervescence."

The brand platform 'Live instinctively' is brought to life in a 30-second new TVC that captures the sentiment 'You like change. So do we. Do what's in your head.' The TVC shows fans expressing their individualistic styles and embracing their desire for change which mirrors the brand personality of Sprite.

Key design elements of the new look

• Clear logo and assortment of silver, green, blue and yellow colours reinforces the honest, direct and refreshing character of Sprite and adds to its appetising appeal.
• Spark is the combined mark of the Sprite logotype, holding shape and Lymon mark.
• Sprite iconic Lymon, unique and enduring symbol of the brand which signifies the lemon-lime flavours.
• A refreshing splash visual has been added to the revamped look to communicate sudden refreshment.
• Dimples on Sprite bottles have been a core property in Sprite packaging since its first bottle design in 1961.

Introduced in 1961, Sprite is the world's leading lemon-lime flavoured soft drink sold in more than 190 countries and ranks as the number four soft drink worldwide with a strong appeal to young people. Millions of people enjoy Sprite because of its crisp, clean, thirst-quenching taste.