The Coca-Cola Company knows innovation when it sees it. So, it’s no surprise the company tapped chart-topping hip hop group, DeLaSoul to help launch its newest beverage, Sprite Green, in one of the world’s most culturally innovative cities. The invitation-only event included an evening with DeLaSoul at the River East Arts Center as the group celebrated 20 years in the music industry.

Maurice Cooper, brand manager for Sprite and Coca-Cola North America, spent a few minutes with InChiCity to talk about Sprite Green and the significance of DeLaSoul’s collaboration.

ICC: Describe the new product and the audience you hope to reach.

Cooper: We’re excited about Sprite Green. It’s a huge innovation for the Sprite brand because it is the first ever soda to be naturally sweetened with real juice. We call it a natural phenomenon as a result. We’ve announced the product in Chicago, Los Angeles and New York. We believe the new product will allow consumers to see the value of enjoying a great taste, and yet still be healthy.

Our target audience is the 19-34 year-old consumer who loves Sprite from back in the day, but who is looking for something more natural, and with fewer calories. We’re attracting young, multicultural adults who love the benefit of eating natural foods and following a healthy lifestyle.

Additionally, we’re targeting young adults who are looking to move away from regular beverages to a more sophisticated taste. That sophisticated taste speaks to the mixability of the product with other beverages, which adds flexibility to the maturing consumer’s palate.

ICC: What is the connection between De La Soul and Sprite Green?

Cooper: We were able to partner with De La Soul because it was a good fit for both groups. De La Soul has fresh, distinctive attributes in their music, which is similar to what Sprite is doing. Giving them the opportunity to touch the brand is a perfect fit in getting the message across.

ICC: Aside from De La Soul, will other artists participate in the marketing campaign?

Cooper: Yes. We are using the strategy to take the novel concept to use influencers - or taste makers - to spread the word-of-mouth. Sprite will also partner with local celebrities, as well as with national celebrities, who help shape culture in a particular city.

This is a big innovation that we want to grow nationally. We started the process in certain markets, and by building a network to co-market, we will spread to other markets across the country over the next year.

ICC: When will Sprite Green be available to the general public?

Cooper: We will begin to sell Sprite Green in July to the three major markets (Chicago, Los Angeles and New York). Prior to that, we will continue to blanket the country in order to get Sprite Green to the size and popularity that it can be. The company wants Sprite Green to be part of the community and the consumers’ day-to-day lifestyle.