Sprite in collaboration with Safaricom is set to host youth campaign at Pirates Beach on April 4th 2026.
According to information sent to the media Sprite, the brand behind Kenya’s most talked about youth campaign of the summer, is bringing the Hook’d on Fresh activation to Pirates Beach on Friday the 4th of April.
The event dubbed The Fresh Yard: a fully curated festival village embedded right inside the Easter beach party, running from noon until late in the evening.
βThe Coast has always had a creative identity that the rest of Kenya borrows from. Now it’s being built into something bigger.β
βSprite is here because Coast creative culture, the music that bleeds genge into benga into something entirely its own, the fashion that mixes Swahili coast aesthetics with street energy, the coastal humour that takes nothing too seriously and everything at exactly the right temperature, is precisely the kind of freshness that this campaign is built aroundβ read part of the release.
The Hook’d on Fresh campaign, which Sprite has been running in partnership with Safaricom since March, is about one idea: what does it look like when young Kenyans take the heat and pressure of daily life and channel it into something creative?
The answer, if you have been paying attention, has always lived here. The Coast has been doing that quietly for generations. Sprite is just turning up the volume.
WHAT TO EXPECT ON THE DAY
The event will see DJ Elon, Emkay, Salem, RAGZ Dancers & Makamanda close out the strong lineup of performers on the day.
The installations are made to be photographed, filmed, and posted. That is deliberate. The entire Easter activation is the official cultural launch of the Hook’d on Fresh UGC competition, which went live on the 1st of April on spriteke.com.
The competition invites all Kenyans to create short-form videos in four categories, music, fashion, basketball, and comedy, and post them on TikTok and Instagram with the hashtag #HookdOnFresh. A live leaderboard aggregates views across platforms, and rewards are paid out in tiers, with creators across the country set to win across nine levels of recognition. Cash prizes range from KES 3,000 at entry level to KES 20,000 for top performers, alongside smartphones and data bundles from Safaricom.
Which means that everything that happens at Pirates Beach on April 4th is also content. The best thing you film that day, the best fit you put together, the reaction you capture when your friend’s hands hit the ice bath, all of it has a home, a leaderboard, and a prize at the end of it..
