- Sprite leverages real-time weather data to deliver heat-activated OOH ads in high-traffic summer zones—maximizing contextual relevance.
- Hero spots dramatize common summer frustrations, positioning Sprite as an instant fix in emotionally charged moments.
- Global star power and music tie-ins (Karina, JC-T, Doechii) extend reach and deepen cultural credibility.
- Localized activations + digital content + festival prizes turn a traditional campaign into an experience loop.
- OOH and ambient targeting now behave like programmatic media, showing how brands can unlock value from physical placements.
- The campaign proves that lifestyle branding isn’t just aesthetic—it’s strategic, especially when married to data and emotion.
By aligning ads with rising temps and real-world discomfort, Sprite turns seasonal heat into a strategic advantage.
When the sun scorches, attention spans shorten, and cold refreshment becomes more than a desire, it becomes a need. Sprite’s new global campaign, “Turn Up Refreshment,” masterfully taps into that need, using real-time temperature and location data to deliver hyper-relevant ads at the exact moments people crave relief.
The result isn’t just a clever summer promotion—it’s a blueprint for how contextual advertising can drive emotional resonance and purchase intent.
Led by WPP Open X with Ogilvy at the helm, the campaign fuses media precision, pop culture partnerships, and playful storytelling to keep Sprite top of mind—and in hand—when heat hits hardest.
Targeting Heat, Not Just People
At the core of Turn Up Refreshment is a real-time data strategy. Sprite’s out-of-home ads trigger when ambient temperatures spike in specific locations. These aren’t just static billboards—they’re geo-targeted, temperature-activated media placements that meet consumers in their moment of discomfort.