We were challenged to re-ignite Sprite’s long history with Hip Hop culture (which until recently had only been celebrated in advertising) by creating a real world brand environment to meaningfully re-engage the culture with the brand.

We identified a New York institution—the bodega—as the perfect physical intersection of the Sprite brand with Hip Hop culture. 

We then set about designing a sharable retail experience that engaged consumers with hip hop at every touchpoint. 

Sprite Corner transformed from a retail experience by day (featuring a full bodega’s worth of Sprite rebranded products)  into a performance destination by night, hosting pop-up events all summer long, as well as acting as a physical embodiment of the brand’s commitment to culture.