Halfway between Hanoi and Ho Chi Minh lies Da Nang, an energetic city and tourist mecca with miles of beautiful beaches. On 29th June, however, something other than sun, sea and sand was drawing in the crowds: something big, loud and very, very green…
Enter Sprite Beach Fest. As part of its summer 2025 campaign ‘Turn Up Refreshment’, Sprite has launched a series of free music festivals on shorelines around the globe. First up was The Philippines, then Vietnam, with further events in Brazil and Mexico potentially in the pipeline.
The idea behind the campaign is that an ice-cold sprite can save your summer, coming to the rescue in the stickiest and most sweltering of situations. “This year, Sprite’s refreshment is not just about the drink,” Global VP Oana Vlad elaborates, “but also experiences that provide ultimate refreshment, celebrating the fusion of music, artists and festivals to help everyone make the most of the summer heat and enjoy every moment.”
In Da Nang, this message was supersized with a towering thermometer, enormous inflatable water slide and giant jets spraying the 90,000-strong audience at surprise intervals. No doubt much of the crowd, which spread from the stage onto the streets, was also there for the acts, which ranged from rising stars from the Vietnamese Rap, Hip Hop and DJ scene, such as HURRYKNG, Low G, JSOL and RHYDER to established headliner Du’o’ng Domic.
“What you see here is very localised,” explains Vlad. “How the festival came to life and the experiences we’ve created were done through local teams that really understand the culture here. Four of the artists are up-and-coming, which is really important to Sprite as a platform for rising subcultures and genres, and then, at the end, a headliner that’s more mass in the pop space. The balance that we always want to strike is being that consistent, iconic, global brand but, at the same time, having those deep roots in the community.”
Mercury rising isn’t the only form of heat the soft drink brand is taking on this summer. “If you look at culture specifically through how it’s evolved on social media, you see spicy food and street food becoming huge in the last few years, through spice challenges and the popularity of spicy noodles, like what we’re having here, but also around the world,” says Vlad. “Almost 50% of Gen Z have at least one spicy meal a week. It’s about the thrill and discovery of new experiences. When you pair the lemon-lime taste and carbonation of Sprite with spicy food, it’s the perfect combination. It’s the perfect complement from a scientific point of view as well,” Vlad continues. “It’s that rising part in culture that our fans – the people we engage with – already love, and it’s the perfect role for our product.”
Cue the ‘Hurts Real Good with Sprite’ campaign, which includes late-night pop-up events (from 1 to 3 am), partnerships with brands like Takis and Buldak Fried Noodles, and the ‘Hot to K-Pop’ content with South Korean artist and brand ambassador Karina of K-POP group aespa.
And, finally, Sprite has teamed up once again with streetwear brand SNIPES, today launching a fresh collaboration with an early 2000s aesthetic. The 14-piece capsule collection features graphic t-shirts, colour-blocked tracksuits, jerseys and denim. Of course, bright green features prominently, but there are also pieces in baby blue, dark purple and a Brazilian-inspired green and yellow colourway.
Find the capsule collection at select SNIPES stores across Europe and online here.
Read more about Sprite here.
words. Huma Humayun
images. courtesy of Sprite
