3 6 Ke·2025-05-19 09:43Core Insights - Dr. Pepper has surpassed Pepsi to become the second-largest soda brand in the U.S. due to its unique flavor combination and strong ties to college sports culture, as well as viral marketing on platforms like TikTok [2] - Pepsi has recently been overtaken by Sprite in the U.S. carbonated soft drink market, highlighting a decline in the market share of its flagship product, classic Pepsi [2] Group 1: Sprite's Product Launch and Marketing Strategy - Coca-Cola launched Sprite Chill in April 2024, a new product that combines cherry and lime flavors with a patented cooling agent to enhance the drinking experience [2] - Sprite Chill targets modern consumers, especially Gen Z, who seek novelty and multi-sensory experiences in beverages, positioning the drink as a symbol of "coolness" and self-confidence [3] - The product generated over $50 million in retail sales within 21 weeks of launch and surpassed $100 million in sales over the past 12 months, leading Coca-Cola to make it a permanent product [5] Group 2: Rebranding and Cultural Resonance - Sprite has revived its "Obey Your Thirst" slogan from 1994, aligning it with Gen Z's values of authenticity and individuality, which resonate with their aversion to commercialization [6][7] - The rebranding includes a new advertisement featuring NBA star Anthony Edwards, creating a connection between past and present basketball icons [7] - Sprite has introduced limited-edition packaging with QR codes leading to interactive online experiences, enhancing engagement with young consumers [9] Group 3: Integration of Sports and Hip-Hop Culture - Sprite has successfully integrated sports and hip-hop culture into its marketing strategy, collaborating with top athletes and artists to maintain cultural relevance among younger audiences [12] - The brand has sponsored events like the Unrivaled women's one-on-one basketball league and partnered with athletes like Sha'Carri Richardson to reinforce its image of authenticity [15] - Sprite's ongoing commitment to hip-hop culture includes initiatives like the "Thirst for Yours" project and the "Hip-Hop 50" summer campaign, celebrating the genre's history and engaging with fans through interactive content [16] Group 4: Market Position and Cultural Reflection - Sprite's rise to surpass Pepsi reflects changing consumer preferences and the evolving landscape of popular culture, emphasizing the importance of brands being rooted in cultural movements rather than merely chasing trends [18] - The shift in market positions between Sprite and Pepsi serves as a reminder that brands must respect cultural fluidity to remain relevant [18]