JOHANNESBURG (17 July 2023) – Following the successful launch of Sprite Limelight™ in 2022, the brand’s ground-breaking program is once again making a comeback, bringing together an exceptional collective of fearless artists with creative points of view, to create original songs via an innovative format: one hook, many beats.
Sprite Limelight™ celebrates the rich musical history and legacies across global cultures. This year sees the brand partnering with 3x Grammy-awarding winning writer, producer, and lead singer of OneRepublic, Ryan Tedder, to kick off the second season, along with a stellar lineup of artists hailing from across the world: Mzansi superstar Cassper Nyovest, Feid (Mexico), Lexa (Brazil), and Lay Zhang (China). Designed to support its global brand narrative, ‘Heat Happens’, Sprite aims to spotlight fearless artists and help consumers keep cool in the face of everyday moments of heat, based on the insight that music is what they turn to when they want to switch off and clear their heads.
“With Sprite Limelight™, we present an exclusive chance for our fans to delve into the realm of music discovery. Ryan Tedder took a single hook and challenged the artists to reimagine it in their own distinct styles, offering a fresh perspective. This program not only grants insight into the creative process of musicians but also delves into their personal narratives, aligning with our brand’s core philosophy of maintaining composure amidst life’s challenges. By spotlighting artists from diverse backgrounds, countries, and cultures, Sprite bridges gaps and connects music enthusiasts worldwide, as they collectively explore a refreshing and authentic experience through the universal language of music,” commented Ramokone Ledwaba, Marketing Director for Coca-Cola in South Africa.
South African hip-hop sensation Cassper Nyovest is a trailblazing artist with infectious beats and thought-provoking lyrics. His signature sound resonates with diverse listeners, reflecting his journey and entrepreneurial spirit evident in his record label and ventures. Known for electrifying live performances and inspiring the youth, Cassper has become an icon, receiving numerous accolades and international recognition.
Collaborating with Grammy-award-winning Ryan Tedder, Cassper released the single “Soul,” embodying the Sprite Limelight™ philosophy of overcoming life’s challenges. Tedder’s songwriting and production skills provide the foundation for this empowering track, inspired by the Sprite brand, revealing the human side of global megastar Cassper Nyovest.
“I’m proud to be part of the Sprite Limelight™ Program 2023, representing African music, representing our sound, our culture, and expressing myself in this new way collaborating with the legend that is Ryan Tedder – always much love for him. I know that feeling when the heat hits, the pressures of life feel like they are on, we all feel it. Music helps me tackle that, to keep cool, so I just really connected with the whole concept of the Sprite Limelight ™ program. It’s dope to be a part of it all,” commented Cassper.
The project, in true form, is a collaborative partnership with Universal Music Group for Brands. “Season 2 of Sprite Limelight ™ demonstrates how UMG For Brands continues connecting our partners with some of the world’s most notable and emerging artists to create cultural relevance and resonate with consumers on a global level. We are looking forward to experiencing the music moments our artists are creating for fans, both existing and new, through this opportunity provided by an established brand like Sprite,” says Richard Yaffa, EVP, Global Brands, Universal Music Group.
With the release of “Soul,” now available on major streaming platforms , fans can look forward to an extensive multichannel campaign featuring a variety of content. This includes an immersive “Heat Confessionals” experience with Cassper Nyovest, offering a deeper look into his personal artist journey and creative process, as well as in-studio footage that showcases how the lyrics bring his ‘heat’ narrative to life. Additionally, the 360 campaign will feature exciting activations on campuses, consumer competitions, exclusive Sprite Limelight™ merchandise and limited edition Cassper Nyovest Sprite bottles.
Where To Enjoy the Beats
Sprite Limelight content will be available on the Sprite Africa YouTube Page: https://www.youtube.com/@spriteafrica2584 , and across major streaming platforms Spotify , Apple_Music , Deezer, & Amazon_Music and Sprite social media platforms:
Facebook: https://www.facebook.com/SpriteZAF/
Instagram: https://www.instagram.com/sprite_rsa
Twitter: https://twitter.com/sprite_za
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About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.
About Universal Music Group for Brands:
Leveraging the power of music and culture to accelerate business, UMG for Brands offers a unique global approach to making brands culturally relevant and brand marketing, with teams in 74 countries. Whether a brand is looking to shift perception, reach a new generation, boost sales, or build loyalty; UMG for Brands helps define a brand’s authentic voice in culture. Recent CLIO and Cannes Lions wins are a testament of the true synergy that can be achieved between culturally relevant artists and brands.
