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Sprite nets new limited-time flavor with LeBron James
March 19th, 2014
ATLANTA – Sprite has teamed up with basketball superstar LeBron James to create a new limited-edition flavor.
The Coca-Cola Co. said Wednesday that Sprite 6 Mix by LeBron James is the first limited-edition Sprite flavor formulated in partnership with the NBA champion and cultural icon. The beverage combines the taste of traditional Sprite with a splash of cherry and orange flavor.
According to the company, the flavor formulation, packaging graphics and product name of Sprite 6 Mix were co-developed with James to reflect his style and taste preferences.
Beginning in mid-March, Sprite 6 Mix by LeBron James will appear on store shelves nationwide for a limited time. It will be available in 20-ounce bottles and 19.2-ounce cans.
"LeBron James is the perfect partner to bring our fans new product innovation," stated Kimberly Paige, associate vice president for Sprite brands at Coca-Cola North America. "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."
Special packaging for the new flavor features a custom logo sporting James' name and jersey number, and his initials appear on the background of the label. The packaging also features a custom "6" with a crown integrated to represent his most popular nickname, King James.
"Growing up drinking Sprite, I never imagined I would have my own flavor someday," commented James, who plays for the Miami Heat. "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."
Sprite 6 Mix by LeBron James will be supported by a multichannel advertising campaign, including a 15-second commercial and digital videos featuring James and his marketing team during a real working session. Out-of-home on digital billboards and digital banner ads will feature the product and campaign tagline, "LeBron Has Changed The Game. Again."
In addition, consumers can enter cap codes from each bottle of Sprite 6 Mix by LeBron James online at Sprite.com/6mix or via text to redeem instant rewards, including LeBron street art wallpapers and music download codes. They also can enter codes to win such prizes as a signed LeBron James jersey, autographed cans, UNKNWN apparel and gift cards.