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Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). I Like the Sprite In You. Boomboxes? It's an authentic brand to be a part of, and I'm glad to be able to do that.. HE COCA-COLA Company recently relaunched its "Obey Your Thirst" campaign for its lemon-lime soft drink, Sprite. agency known for its ability to appeal to the younger masses (Lowe also As an Amazon Associate, I earn from qualifying purchases. and Todd Godwin; their inspiration for this brilliant campaign is In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. This seasons bars come from Tupac, Missy Elliott and J. Cole. So, in 1986 the company cast rapper Kurtis Blow in a commercial for Sprite making it one of the first mainstream brands to feature hip hop stars in a national advertisement. I felt that I could use it and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. somewhere, so I jotted it down. ET, Beyond the Mic: Sprite Spotlights Tomorrow's Hip-Hop Tastemakers With 'Thirst for Yours' Campaign, Sprite urges fans to 'Get Vocal' about what matters to them via hip-hop platform, 9 campaigns that boosted the mood in 2022, As retailers sell more ads, marketers frustrations and fears grow, Hersheys trans-inclusive IWD push sparks familiar backlash, Maybelline enlists its first-ever digital avatar for mascara launch, Chipotle embraces viral TikTok trend with new menu item. Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. This sucks. Adrianne Pasquarelli The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own . The "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. He also contributes reporting on the beverage, automotive and sports marketing industries. #MusicSermon is a weekly series by Naima Cochrane that highlights the under-acknowledged and under-appreciated urban artists and sub-genres from the 90s and earlier. The TV spot will debut during Sundays broadcast of the BET Awards. To further engage with Gen Z, Sprite is using tactics that are popular with the cohort, such as featuring social media content, working with influencers Kodie Shane and Seth Giscombe and developing experiential activations around the 2019 BET Awards. ". In the late '80s, hip-hops stranglehold on popular culture was just beginning to take shape, and every corporate entity was trying to lock down the urban demographic,usually with incredibly corny and poorly-executed rap hijackings. Enter Sprite. Bright and shiny was traded for dark and gritty. The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. In the beginning it was simple: matching a drink to a bold, youthful movement. Aliz and Hennessy, anyone? Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. Now, Sprite continues the saga, based on its Obey Your Thirst slogan, and has chosen 16 more words of inspiration for Hip Hop fans nationwide. The effort dubbed "Obey You" includes a series of 20 films, where the voice behind the camerathe voice of Spriteencourages teens and young adults to stay true to themselves in any situation of life . If you're loving Fresh Era, please check out the newest Stupid Fly podcast "Gold Rush" where we dig deep into the understated moments of Hip-Hop history. And while our fanbase hasnt changed over the years, the world around them has. (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . In 1990, the brand kicked off the I Like the Sprite in You campaign, using rap acts that matched the soft drinks bubbly energy, starting with Heavy D & the Boyz before partnering with Kid n Play the following year. Its now a ubiquitous part of todays musical landscape. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. The brand paid tribute to artists such as 2Pac, Missy Elliott, J. Cole, Drake and Rakim by decorating their cans with some of the artists most inspirational . Sprite's parent company, Coca-Cola, did not respond to an email requesting an interview on the overall campaign. Here's a two minute campaign description where Coca-Cola . In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . However, if you are Our core fanbase of 13-to 24-year-olds cares deeply about artists who are not only talented, but also cultural curators and arbiters who are making a mark on the world, said Aaliyah Shafiq, group director, Sprite. All Rights Reserved. There were two alternate endings that aired concurrently: one where he rejects him saying how he would "never do something like that" [[HypocriticalHumor right before he offers him a Sprite]] and one where he legitimately turns him down, only for the agent to then ponder "Maybe I'll call [[Creator/ShaquilleONeal that big guy in L.A.]]; [[TakeThat he'll do anything!"]]. Over the past three years Sprite has redesigned their Obey Your Thirst campaign with Obey Your Verse a campaign aimed at celebrating the artistry of lyricism within the genre. We cover it all. In our premier episode, we examine the Sprite campaign that changed it all. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. At the same time breakdancing and graffiti art rose too, and the whole scene had a clear and defiant call to action, which was to tell your own story. The Sprite Obey Your Verse program will be supported with a robust . As hip-hop continues to evolve some of it's key contributors are looking to capitalize in another medium. The Snoop and Nate track is low key a jam, still. 0:44. unknown. The campaign was very successful in attracting young people to the brand. But amongst the colour and noise the creative team at Sprite identified the stories being told and the resilience of the artists behind them, and sought collaborations. We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). June 24, 2019. But as the idea took off and expanded, it became stronger based on one thing: authenticity. Part of Sprite's "Obey Your Thirst" campaign of the late 1990s. 2. In 1990, Heavy D and the Boyz and Kid-N-Play followed in Blow's footsteps with Sprite commercials of their own as part of the "I like the Sprite in you" campaign. They revitalized the Obey Your Thirst campaign with Drake in 2010 and paid homage to the greatest lyricists in rap with the Obey Your Verse campaign featuring iconic rappers and cans with classic lyrics in 2015. The drink was created Read more, If youre looking for the best energy drink to give you the extra boost you need, you cant go wrong Read more, Are you curious to know the size of a Red Bull can? Send us a tip using our anonymous form. Sprite had also succeeded in becoming an official and established part of the culture. So not only does this work represent a pivot in how were talking to our fans by shifting focus from Sprite to them but its also a reflection of whats happening in hip-hop culture.. Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns One of the only Brahma temples on earth is there, and the city's lake is said to have been made from one of Brahma . In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his . It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quenching their thirst. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. In November 2018, Sprite unveiled its "Get Vocal" campaign, urging fans to discuss issues that matter to them, thus adding a purpose-driven element to the brand's long-running campaign. Two commercials shot in the reigning home of both hip-hop and Sprite Atlanta The Artist (:30) and The Empire (:30) chronicle the journeys of an ambitious young rapper and fashion designer from everyday life to superstardom as their dreams become a reality, said Dipal Shah, director, integrated marketing communications (IMC), Sprite. 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? Pusha Ts Nosetalgia is perfection. The lemon-lime soda is shelving its Obey Your Thirst tagline, which debuted in 1994, for Thirst for Yours. But the update is about more than tweaking a few copy lines. The album featured 100 Bottle Bags, a direct criticism against malt liquor companies marketing specifically to urban communities but they dont sell that sh*t in the white neighborhoods. Shortly after the release, St. Ides found itself in Chuck Ds crosshairs, and he fired the first in a series of big shots against the brand, marking the beginning of the end of their love affair with hip-hop. There were two alternate endings that aired concurrently: one where he rejects him saying how he would "never do something like that" [[HypocriticalHumor right before he offers him a Sprite]] and one where he legitimately turns him down, only for the agent to then ponder "Maybe I'll call [[Creator/ShaquilleONeal that big guy in L.A.]]; [[TakeThat he'll do, * CelebrityEndorsement: Possibly the most famous of the ads featured Detroit Pistons star Grant Hill and the best remembered of them had his agent trying to convince him to branch out into made-for-TV dramas, writing a book (''Polite Like Me'') and having a pop music career. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. * BattleRapping: The Music/KRSOne[=/=]MC Shan ad featured the two longtime rivals battling it it out on the mic, in a reference to their numerous battles during the "Bridge Wars" in the late 80s. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. With the help of their visionary brand manager Darryl Cobbin, Sprite began to tap artists that, while not as big in terms of popularity, had an underground following that allowed the brand to reach depths of hip-hop culture that no other brand had been able to accomplish. These high profile celebrity figures have helped Mediante la publicidad se ha logrado Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. Get the free daily newsletter read by industry experts. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. Each can is branded with inspirational quotes by one of their favorite musicals artist. Were toasting to the good life with premium brands, some of which are now owned by the artists. Over the past three years Sprite has redesigned their "Obey Your Thirst" campaign with "Obey Your Verse" a campaign aimed at celebrating the artistry of lyricism within the genre. As an aside to their marketing campaigns, Sprite fostered a healthy relationship with the hip-hop community through sponsoring festivals and events like the BET Cypher series, which made the company one of the fastest growing brands in the soft drink industry for years. increased roughly 9% since the introduction, especially in the younger There's a delicious ray of sunshine in every drop. As we examine the proximity in this ad, we can see that it is done very well. looking to change the image of its sparkling soda. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". It featured full-length songs about getting twisted off the malt liquor from Ice Cube, Wu-Tang Clan, Scarface, MC Eiht, Snoop Doggy Dogg, and Nate Dogg. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. We can look back now with the wizened, woke eyes of maturity and possibly scrutinize our artists selling out at the expense of the community, but for the young and burgeoning hip-hop culture, both the St. Ides campaigns and the Sprite campaigns opened the door for the power and commodification of hip-hop and consumer brands. | 8 a.m. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down.