Re-igniting Sprite's rich history in Hip Hop culture


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.

Re-igniting Sprite's rich history in Hip Hop culture
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Our main task had been to reconnect the Sprite brand with hip hop, and we succeeded dramatically: mentions of Sprite in Hip-Hop conversations increased by 5,000%.

We ignited new brand relevance amongst an important target and regained pop culture traction as part of the Sprite brand ecosystem.

The bodega delivered: 

  • 908M overall impressions
  • 120M video views

  • 919K social impressions
@mrbeast I'm glad he didn't pass out 😅 Thanks @Shopify for this crazy experience! Hope those of you that went had a good time! #heist #money ♬ original sound - MrBeast

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