Sprite has long been considered the drink of hip-hop due from its authentic involvement in the culture since 1986. On hip-hop’s 50th anniversary, Sprite turned every can into a go-to-market channel. Limited-edition packaging activated a summer-long sweepstakes, accessed through on-pack QR codes. We remixed the sweepstakes model with sneaker drop mechanics — time-based, first-come-first-serve releases —that drove urgency and repeat engagement. Partnering with artists and festivals like Nas, GloRilla, Rolling Loud, and Drake, Sprite positioned itself at the center of culture while building a scalable GTM system. I led the design and execution of the mobile-first Drop Shop platform, supported by a custom bilingual CMS for US and Canada, that met regional relevance while sustaining weekly product “drops” that kept fans coming back.