Well, the holidays are here, with all the chaos of gift shopping, seasonal traditions, and all those festive flavors that we simply cannot resist. While everybody else is sipping hot cocoa or eggnog, Sprite wanted to shake things up with their own twist on holiday cheer. Instead of sticking to the usual playbook, they brought us something fresh: a story full of fun, flavor, and creativity.
This year, Sprite launched ‘Twas the Night Before Spritemas’, a campaign that’s anything but ordinary. Featuring NBA star Anthony Edwards as “Anta Claus,” the ad ditches the usual sleigh bells for slam dunks, with Edwards delivering Sprite 12-packs down chimneys to the beat of a hip-hop remix of “Carol of the Bells.”
It’s clever, vibrant, and undeniably Sprite.
So, what makes this campaign hit the mark so perfectly? And more importantly, how can other brands and entrepreneurs learn from it? Let’s break it down.
Take a bold, culturally rooted approach
Sprite has always had deep ties to hip-hop and Black culture, and this campaign didn’t stray from that identity. The brand swapped out traditional holiday imagery for something entirely fresh: Santa’s sleigh became a slick sports car, his reindeer turned into “wolfdeer,” and eggnog? “Egg-nah,” they joked.
What’s brilliant here is how Sprite leaned into cultural authenticity. The campaign wasn’t just flashy visuals or catchy music—it was a celebration of the communities that have always supported Sprite. They brought on a rising rapper to narrate the ad and tied everything together with a playful storyline featuring a rising NBA star.
It feels like a very intentional approach. Sprite knows its audience loves representation, humor, and originality. By embracing those elements, the campaign turned more than an ad into a moment in culture.
Lesson for brands: Know your audience and connect with what they care about. Don’t just throw out generic ideas—root your campaigns in something meaningful and authentic.
Build excitement with limited-time flavors
Seasonal products often feel like gimmicks, but Sprite has turned their Winter Spiced Cranberry flavor into a holiday must-have. This isn’t your typical holiday drink—it’s fizzy, fun, and completely different from what you’d expect during the season.
Here’s the brilliance in it: Sprite didn’t just sell a product; they made them feel exclusive. It works on limited-time offers—things people feel urgency over, and Sprite played at it by wrapping their entire campaign around the idea of shortage. Consumers now associate the flavor with the holiday season, making it an essential part of their celebrations.
Lesson for brands: When launching a product, especially a seasonal one, make it special. Give people a reason to get excited, be it limited availability, unique packaging, or tying it to a cultural moment.
Blend fun with purpose
One of the most interesting aspects of this campaign was Sprite paying attention to the minute details. They teamed up with Memphis-based illustrator Eso Tolson in designing a custom font for the packaging of the drinks, thereby tying their product design back to supporting Black artists.
It’s subtle, but it says a lot. Sprite didn’t just create an ad; they did something to uplift marginalized voices and return some to the communities they celebrate. This, in fact, is what makes Sprite so different.
And the impact? People remember brands that do more than sell. By putting purpose into their marketing strategy, Sprite is building loyalty beyond the holidays.
Lesson for brands: Purpose doesn’t have to be flashy. Small, thoughtful details—like collaborating with diverse creators—can leave a lasting impact.
Create an experience, not just an ad
What really makes the ‘Twas the Night Before Spritemas’ campaign stand out is how fun it is. Sprite turned a typical holiday ad into a mini-movie starring a rising NBA player and a reimagined Santa Claus. Instead of pushing features or benefits, they entertained their audience while showcasing the product in a natural way.
It’s proof that marketing doesn’t have to feel like marketing. Sprite didn’t say, “Here’s our product, buy it.” They said, “Here’s a fun story you’ll enjoy—and oh, by the way, it’s powered by Sprite.”
Lesson for brands: People don’t want to be sold to. Create experiences they’ll want to engage with, and let your product shine through storytelling.
What entrepreneurs can learn from Sprite
You don’t need a huge budget or a celebrity to make your campaign memorable. Sprite’s success lies in how they can relate to their audience, having fun while staying true to the identity of the brand.
Here are three takeaways for entrepreneurs and small businesses:
- Know your audience: It’s worth taking some time to get a good feeling for who they are, what they love, and what drives them. When you echo their experiences in your marketing, it feels real, personal, and relatable.
- Focus on storytelling: Don’t just list what your product does. Show how it fits into your customers’ lives. Whether it’s through humor, emotion, or creativity, storytelling will always make your message stick.
- Be authentic: People can spot inauthenticity from a mile away. Stay true to your brand and find ways to connect meaningfully with your audience.
The gift of great marketing
Sprite’s ‘Twas the Night Before Spritemas’ campaign isn’t just a holiday success—it’s a masterclass in modern marketing. By leaning into cultural relevance, seasonal excitement, and purpose-driven storytelling, Sprite created a campaign that feels fresh, fun, and impactful.
For entrepreneurs and brands, the takeaway remains quite simple: great marketing is not about flashy budgets or over-the-top gimmicks. It’s about connecting with people, creating experiences, and leaving a lasting impression.
So this holiday season, take a page out of Sprite’s playbook. Focus on what makes your audience smile, think, or feel understood. Because at the end of the day, the best marketing doesn’t feel like marketing at all—it feels like a gift.
FAQ’s
1. How does storytelling help in marketing?
Storytelling, on the other hand, makes one relate to your brand. There is an emotional connection that stays in people’s heads, and your message also would sound human, instead of sales-y.
2. Why is cultural relevance important?
When your campaign reflects current trends or values, it feels relatable. It shows you understand your audience, building trust and stronger connections.
3. How can entertainment boost marketing?
People love to laugh, feel inspired, or be entertained. Adding fun elements like humor or music grabs attention and keeps your brand top of mind.