Sprite's brand mission is to offer youngsters a fresh perspective on the most important things in their lives and to support them in being (and acting) their true selves. Thus, by launching the Haters campaign, Sprite decided to take an active role in encouraging youngsters to stay fresh against haters of any kind, online and offline, act their true selves despite what anyone thinks, says or does. More simply, Sprite's new purpose was to stand fresh against hate.