Coca-Cola Launches ‘Sprite Squad’ to Engage Gen Z

Coca-Cola Co. in April launched Sprite Squad, an ongoing promotion and gamified experience exclusively for mobile devices.

The Sprite Squad is an instant-win game granting consumers who purchase Sprite products access to branded content, giveaways, perks and various digital experiences tied to music, sports, fashion and other shared passions.

Consumers can enter, or “join the squad,” by texting “THIRST” to 2653 and scanning their Sprite product during the current promotional period, April 13-Dec. 31. Sprite’s social channels and website also promote and direct users to the Sprite Squad mobile community via links and QR codes. 

Each month, the Sprite Squad experience will refresh with new content and giveaways connected to milestones, events, partnerships and limited-time-only product drops, anchored in the brand’s “Obey Your Thirst” mantra, according to a media release. Coca-Cola noted that future partner collaborations will be announced throughout the year and into 2026.

Squad members can also sign up for updates via email and SMS to be alerted about each new content drop.