Sprite Drops ‘It’s That Fresh’ in Kenya: Nationwide University Activations, Basketball Takeovers and Creator Masterclasses Ignite Youth Culture

Kenya just got a whole lot fresher with the launch of Sprite’s ‘It’s That Fresh’ campaign — a bold, multi-month youth culture movement that fuses music, basketball, digital creativity, and immersive campus experiences. The campaign kicked off with a high-voltage Valentine’s Day takeover at the KICC COMESA Grounds, drawing over 5,000 young people for an electrifying celebration of the sounds, style and energy shaping young Kenyans today.

From February through April, Sprite will take this fresh energy nationwide through university activations, NBA-inspired campus basketball experiences, immersive sampling tours and a digital creator challenge designed to empower the next generation of cultural leaders.

Sprite’s latest campaign re-establishes the brand’s deep roots in street culture, showing up where young people’s interests come to life – on the courts, on campus, online and in music. The launch event set the tone for the months ahead with standout performances from Scar Mkadinali, Fathermoh, Ndovu Kuu, Tipsy Gee and Charisma, who collaborated with Sprite on this year’s campaign anthem, delivering an unforgettable live experience that brought the brand’s fresh perspective on summer to life.

GET READY TO EXPERIENCE ‘IT’S THAT FRESH’

Across the country, Sprite will transform campuses into cultural hubs through the Fresh Masterclasses, a creator-led workshop series hosted by Carrie Wahu, Tileh Pacbro and dance collective Cluster. These sessions will equip students with practical skills in content creation, digital marketing and storytelling – unlocking real opportunities for young creatives to turn their passion into impact.

The masterclasses will also introduce the Sprite Fresh Challenge, a national digital competition inviting students to share their “fresh takes” on everyday heated moments. Through a tiered reward system, 151 participants will be recognised monthly, with total prizes worth KES 3 million, a direct investment in Kenya’s growing creator economy.

On the courts, Sprite is partnering with university basketball programmes to deliver campus basketball takeovers at Kenyatta University, Moi University, Maseno University and Dedan Kimathi University. The experiences will feature NBA-branded courts, professional trick-shot showcases and courtside fashion moments – blending sport, style and self-expression.

These live experiences will be supported by regional activations across Nairobi, Rift Valley and the Lake region, creating multi-sensory moments that can be seen, felt and tasted, and inviting young people to step away from the everyday and into something fresh.

A FRESH EXPERIENCE, CO-CREATED WITH GEN Z

This year, Sprite is working with a new generation of creators and platforms to unlock exclusive content, exciting promotions and immersive digital experiences. By partnering directly with the communities shaping trends, the brand is turning refreshment into a participatory cultural moment that lives both on the ground and online.

Juliana Kituma, Director, Frontline Marketing, Coca-Cola Kenya, comments: “For 2026, we’re taking things up a notch by re-igniting our presence in the spaces where Kenyan youth live, play and create. ‘It’s That Fresh’ is about delivering unforgettable experiences across music, basketball, campus culture and digital platforms — giving young people the chance to express themselves, connect with what they love and turn everyday moments into something iconic. Through immersive activations, partnerships and live experiences, Sprite is celebrating the fusion of culture and creativity that has always been at the heart of the brand.”

With ‘It’s That Fresh’, Sprite is not just delivering refreshment, it is creating platforms for young people to express themselves, unlocking opportunities across music, sport and digital creativity, and amplifying the voices and communities shaping Kenya’s culture today.

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