Coca-Cola Launches ‘Sprite Squad’ to Engage Gen Z Through Creator-Led Campaign

Coca-Cola is launching a new digital campaign for Sprite, dubbed “Sprite Squad,” aimed at deepening engagement with Gen Z through a diverse group of social media creators and real-time cultural relevance.

The campaign features a rotating cast of influencers — including content creators Drew Afualo, Wisdom Kaye, and Nava Rose — who will lead interactive digital experiences, short-form content, and challenge-based activations across platforms like TikTok and Instagram. The goal is to make Sprite feel like more than a beverage — a personality-driven brand that shows up where Gen Z spends its time.

The initiative is part of Coca-Cola’s broader strategy to make its brands more culturally immersive and community-powered, especially as traditional advertising loses ground with younger audiences. Sprite Squad will also appear in physical retail via packaging integration, driving digital-to-shelf interaction.

corpbrief insight:

Gen Z doesn’t follow ads — they follow people. Sprite Squad shows how big brands are shifting from messaging to movement, building loyalty through creators, content loops, and real-time relevance.