Sprite Unveils ‘It’s That Fresh’ Campaign in Kenya, Blending Campus Activations, Basketball and Digital Creativity

The story by Archeadious kubai

Nairobi, Kenya – February 18, 2026

Kenya’s youth scene is set for an energetic boost following the launch of Sprite’s new “It’s That Fresh” campaign — an ambitious, multi-month initiative combining music, sport, digital creativity and interactive campus experiences. The campaign debuted with a vibrant Valentine’s Day event at the KICC COMESA Grounds, attracting more than 5,000 young attendees to celebrate the sounds, fashion and energy shaping contemporary youth culture.

Running from February to April, the campaign will expand nationwide through university engagements, basketball-themed campus activities inspired by NBA culture, product sampling tours and a digital creator challenge aimed at nurturing emerging talent and cultural innovators.

Through this initiative, Sprite seeks to reaffirm its connection to street and youth culture by engaging audiences where their passions thrive — on courts, campuses, online platforms and within the music scene. The launch event set the stage with lively performances from Scar Mkadinali, Fathermoh, Ndovu Kuu, Tipsy Gee and Charisma, artists who collaborated on the campaign anthem and delivered an electrifying showcase that captured the brand’s vibrant summer spirit.

Get Ready for ‘It’s That Fresh’
Across the country, campuses will become creative hotspots through the Fresh Masterclasses, a workshop series led by Carrie Wahu, Tileh Pacbro and dance group Cluster. The sessions aim to equip students with practical knowledge in content production, digital promotion and storytelling — empowering them to translate creativity into meaningful opportunities.

Participants will also engage in the Sprite Fresh Challenge, a nationwide digital contest encouraging students to share innovative takes on everyday heated moments. Each month, 151 participants will earn recognition through a tiered reward structure, with prizes totalling KES 3 million — a significant contribution to Kenya’s growing creator economy.

On the sporting front, Sprite is collaborating with university basketball programmes to host campus court takeovers at Kenyatta University, Moi University, Maseno University and Dedan Kimathi University. Activities will include NBA-styled courts, trick-shot exhibitions and fashion-focused courtside showcases, blending athleticism with self-expression and style.

These campus experiences will be complemented by regional activations across Nairobi, the Rift Valley and the Lake region, creating immersive engagements designed to captivate the senses and invite young people into dynamic, refreshing spaces.

Co-Creating a Fresh Cultural Experience
Sprite is also partnering with emerging creators and digital platforms to produce exclusive content, promotions and interactive experiences. By collaborating directly with communities driving trends, the campaign positions refreshment as an inclusive cultural exchange that unfolds both offline and online.

Juliana Kituma, Director of Frontline Marketing at Coca-Cola Kenya, noted that the 2026 campaign aims to strengthen the brand’s presence in youth-centric spaces. She emphasised that “It’s That Fresh” focuses on creating memorable experiences across music, basketball, campus life and digital platforms — encouraging young people to express themselves, connect with their passions and transform everyday moments into something remarkable.

Ultimately, the campaign goes beyond product promotion, positioning Sprite as a platform for expression and opportunity — supporting creativity in music, sport and digital spaces while amplifying the voices shaping Kenya’s evolving cultural identit