RFRSH na lata

Sprite is a global brand with a very local job to do — feel like it belongs on the streets of Brazil, not just in a boardroom in Atlanta.

RFRSH na Lata ("refresh in the can") was built from the inside out: rooted in Brazilian cultural codes, visual language, and the specific energy of the moment. A case study in how global brands can localize without diluting — behaving differently in a market without losing who they are.