Sprite’s bold return to “Obey Your Thirst” has paid off—it’s now the No. 3 soda in America.
Anthony Edwards is dunking on more than just opponents, he’s helping Sprite rise up the soda ranks. Alongside Olympic sprinter Sha’Carri Richardson, the NBA star appeared in Sprite’s rebooted “Obey Your Thirst” campaign, a nostalgic throwback turned into a marketing slam dunk. Now, Sprite has officially overtaken Pepsi to become the No. 3 carbonated soft drink in the U.S. by volume, according to Beverage Digest data shared with Marketing Dive.
This sales milestone didn’t come out of nowhere — it was the result of a strategically bold marketing year for the Coca-Cola-owned brand. Last April, Sprite dusted off its iconic 1990s “Obey Your Thirst” tagline, tapping into the zeitgeist of ‘90s nostalgia while smartly repositioning the message for Gen Z, many of whom had never heard it before. What could’ve been just another retro cash-in turned into a relevant, resonant campaign about self-expression and cultural authenticity — values that matter more than ever in today’s hyper-curated, social media-driven world.
“‘Obey Your Thirst’ wasn’t just a relaunch — it was a reinvention,” said AP Chaney, Coca-Cola’s senior creative director of sparkling flavors. “We had to refresh it for a new generation, and the resonance has been great. We’re not just back — we’re infiltrating culture.”
And Sprite’s cultural playbook is stacked. The brand recreated its iconic 1994 Grant Hill ad with Timberwolves breakout star Anthony Edwards, then built on that momentum with a remix of “The Night Before Christmas” and social-first content that blurred the lines between branding and entertainment. The timing was impeccable — Edwards’ rise to NBA stardom, including a recent playoff upset over LeBron James and the Lakers, aligned perfectly with the campaign’s rollout.
“The heart of the message is simple but powerful: it’s okay to be yourself,” said Josh Kroo, VP of sparkling flavors at Coca-Cola North America. “That kind of authenticity is what our audience craves, and we’re delivering it — not just through words, but through every partnership and every piece of creative.”
Sprite’s victory is more than just a sales stat — it’s a case study in how brands can refresh legacy messaging, connect with culture, and win big by championing individuality in an age of conformity. And the brand isn’t slowing down — they plan to expand its partnership with Unrivaled and deepen its involvement with the league in 2026.
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