Sprite is treating the release of its product and Ginger Collection like a ‘drop’, a staple in modern hip-hop culture where hype is teased and built and the product (albums, clothing collections, movies) is suddenly dropped, like a midnight Beyoncé album.

“We thought, with that spirit of reinvention, it would be really cool to be the first beverage brand to ‘drop’ a new product in that way,” Beresford said.

The TV spot at the center of the campaign, by Wieden+Kennedy, should help that. In it, a young man leads viewers through a mix of old and new school hip-hop culture as it pertains to Sprite, showing “new new” concepts along with the “oh so familiar”, meaning new ginger flavor meshing with traditional Sprite. It ends with the statement “It’s not limited edition, but it should be.”