- 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.
Picture this: You’re stepping barefoot onto blistering sand or sinking into a leather car seat that’s been cooking under the sun. Just then, you see an ad that not only understands your pain, it solves it. That’s the insight behind spots like “Bum Burn” and “Hot Sand,” which dramatize these moments before delivering the ultimate visual relief: an ice-cold Sprite.
This isn’t just seasonal marketing—it’s situation-aware storytelling.
Cultural Currency with Celebrity Power
To amplify the campaign’s impact across markets, Sprite integrated a globally attuned influencer strategy:
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Doechii lends her track “Boiled Peanuts” to the ads, anchoring the soundtrack in emerging music relevance.
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Karina of K-pop powerhouse Aespa stars in custom OOH and digital creative across Asia.
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JC-T, Chinese singer and actor, serves as a multichannel ambassador across regional content.
This cultural mix ensures that Sprite isn’t just present in local markets—it’s speaking the language of pop culture in each region.
The brand also backs this up with real-world activations. Sprite will host full-blown beach takeovers in Vietnam, the Philippines, and Brazil, complete with live music and immersive brand experiences designed to cool people down and hype them up.
A Lifestyle Loop: From Ad to Experience
Sprite’s strategy doesn’t end with the ad. On-pack promotions offer chances to win VIP festival access, exclusive merchandise, and vouchers—creating a purchase-to-experience loop that reinforces engagement beyond the first sip.
It’s all carefully designed to blur the line between product, experience, and emotion. In doing so, Sprite elevates itself from a drink to a lifestyle companion during the hottest moments of the year.
“This year, Sprite’s refreshment is not just about the drink but also experiences,” said Oana Vlad, Sprite’s Global VP. “Experiences that provide ultimate refreshment, celebrating the fusion of music, artists, and festivals.”
Why This Campaign Works
So, why does this campaign work? Here are a few insights:
- It meets people in a real, emotional moment.
The brilliance isn’t just in showing people a Sprite. It’s in showing up when they feel most ready to act—hot, sweaty, frustrated, and looking for relief.
- It redefines OOH as dynamic, not static.
Sprite turns billboards into smart, sensory media—just as adaptive and responsive as digital placements.
- It integrates entertainment and urgency.
From custom music tracks to social-first stars, the campaign aligns with the rhythms of summer, youth culture, and immediate need.
- It blends local activations with global consistency.
The campaign flexes for different markets while staying anchored in a single emotional idea: Sprite = instant refreshment.
What Marketers Should Take Away
- Context is the new creative multiplier. It’s not just what your ad says, but when and where it appears that determines its power.
- Seasonal campaigns must now be situational. Real-time conditions (weather, events, mood) can shape smarter, more effective messaging.
- OOH is no longer a “broad reach” tool—it’s a dynamic channel with targeting potential on par with programmatic digital.
- Legacy brands can stay relevant by creating culturally specific moments, not just global slogans.
- Emotional triggers beat rational benefits. Sprite doesn’t talk about ingredients—it talks about feeling better in the heat.
Marketing with the Weather, Not Against It
In “Turn Up Refreshment,” Sprite didn’t just launch another summer campaign. It launched a sensation-aware, data-driven system of storytelling that connects product to emotion, media to moment. For marketers, it’s a reminder that the most effective advertising doesn’t interrupt life—it improves it, one sip at a time.
