Sprite has always brought fans cut-through refreshment and with the release of its newest limited-edition mix, the brand was ready to make a splash to kickoff the summer. But how do you launch the drink of the summer with a built-in cooling sensation that chills the more you sip?

With some healthy competition of course. To launch Sprite Chill, we set out to prove that it isn’t  just the coldest Sprite ever, it’s colder than the one of the coldest rising stars in the NBA. 

 

The campaign pitted Trae Young, known for his signature shiver celebration, against Sprite Chill, the coldest-est in game, reminding fans there is nothing colder than Sprite Chill.

 

We released a series of social first videos that got up close and personal with Trae as he tried the new Chill flavor for the first time and gave fans a behind the scenes look at the coldest in action. We even got him to admit that Chill was in fact the coldest-est in the game.

 

A library of gifs were developed with Trae and were used to celebrate fans coldest moments on social– proving that even the coldest in games can give credit when it is due. Product shots and UGC further amplified the launch of Sprite Chill and stamped it as the Coldest-est sip of the summer.