Beverage Industry

Coca-Cola partners with LeBron James to create new Sprite flavor

Limited-edition CSD available nationwide in convenience, value stores

March 19, 2014

Atlanta-based The Coca-Cola Co. has joined forces with NBA superstar LeBron James to create a new, limited-edition Sprite flavor. Sprite 6 Mix by LeBron James combines the taste of Sprite with a splash of cherry and orange flavor, the company says. The flavor formulation, packaging graphics and product name for Sprite 6 Mix were co-developed with James to reflect his style and taste preferences, it says.

"LeBron James is the perfect partner to bring our fans new product innovation," said Kimberly Paige, associate vice president for Sprite Brands at Coca-Cola North America, in a statement. "We've enjoyed an amazing relationship with LeBron since he entered the NBA in 2003, and we're proud to have him contribute to Sprite in a meaningful way that we know will excite Sprite lovers and his fans."

Sprite 6 Mix by LeBron James will be available for a limited time in 20-ounce bottles and 19.2-ounce cans in convenience and value stores nationwide. Special packaging for the new flavor features a custom logo sporting the basketball player’s name and jersey number in addition to his initials on the label’s background. It also features a custom “6” design with an integrated crown to represent James’ popular nickname, “King James.”

“Growing up drinking Sprite, I never imagined I would have my own flavor someday,” James said in a statement. “I had a great time working with the Sprite team to turn my favorite flavors into a pretty cool variation of one of my favorite brands. I’m proud of what we created, and I’m excited for my fans to try it.”

The Coca-Cola Co. will support Sprite 6 Mix by LeBron James through a multichannel advertising campaign that includes a 15-second commercial as well as digital videos featuring James and his marketing team during a real working session at LRMR Management Co.’s offices in Akron, Ohio. Out-of-home advertisements on digital billboards and digital banner ads will further promote the new flavor and the product campaign’s tagline, “LeBron Has Changed The Game. Again.”

In addition, Sprite fans can enter cap codes from each bottle of Sprite 6 Mix by LeBron James online at www.sprite.com/6mix or via text to redeem instant rewards, including street-art wallpapers and music download codes, and enter for chances to win prizes, including a signed LeBron James jersey, autographed cans, Unknwn apparel, gift cards and more.

For more information about Sprite 6 Mix, visit www.sprite.com/6mix-story.