agency known for its ability to appeal to the younger masses (Lowe also We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). 1. Stefan Miller, senior brand manager at Sprite, says the idea is to recapture the magic of the brand's 'Obey Your Thirst' campaign, which promoted self-expression and individuality. have spoken on a number of different topics today. 12, 2015. Another newer slogan used for Sprite is "Freedom From Thirst". By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Lymon was also out of the window, as they moved away from marketing taste and towards marketing attitude. Sprite has been aimed at teenagers and 20-somethings with a cheery $70 million campaign, influenced by hip-hop culture, that carries the theme ''Obey your thirst.'' 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. Beverage companies centering campaigns for the urban demo around black music was nothing new; Coca-Cola had ads featuring artists such as New Edition and Anita Baker singing their hearts out for the cola in the 80s, and Schlitz Malt Liquor had a legendary and hilarious run of spots featuring The Commodores, The Four Tops, Teddy Pendergrass and more through the 70s and early 80s. Around the same time Adidas hit their marketing jackpot by inking a deal with Run-DMC, Sprite wisely kicked off their "I Love The Sprite In You" campaign, tapping artists like Kurtis Blow, LL . New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. The billion dollar Coca-Cola brand is introducing a new campaign from agency Translation this week, which carries the tagline "For The Thirsty." The effort is a nod to "Obey Your Thirst," the long . Explore our Purpose & Vision, History and more. This sucks. Included in Thirst For Yours are Atlanta rapper Kodie Shane and rising designer Seth Giscombe. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! The For more than 30 years, Sprite has supported and embraced the music, culture and community of hip-hop in a refreshingly real way by authentically championing the genres top names and underground artists alike. In the beginning it was simple: matching a drink to a bold, youthful movement. In 2015, the "Obey Your Verse" lyrical collection included 16 limited-edition cans with lyrics from hip-hop artists like Drake, The Notorious B.I.G., Nas and Rakim. One commercial had a young man excited that basketball star Grant Hill drank Sprite and believed that he would be as great as a player as him if he did too. Instead, he both falls and misses getting the ball into the hoop completely when he tries to dunk. Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. came from an old political speech he had run across in his free time. Because it means something. By studying it, I was able to see some holes in the plan and therefore Sprite Salutes Hip-Hop With 'Obey Your Verse'. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, each representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. 1. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . Historically, Sprite was created in Germany as Fanta Klare Zitrone in 1959, and in 1961 the drink was introduced in the United States as Fanta . Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". This only freaks the family out, who run away screaming (along with their dog) as he gives them chase while genuinely confused as to why. The campaign was the brain child of advertising executive Donald Rifkin, ET, Webinar African-American ad agency Burrell Communications tagged hip-hop acts for a series of spots that began a long-standing marriage between the brand and the culture, starting with Kurtis Blow in 1986. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. The ad had already aired over 500 times on rap radio shows when Chuck sued St. Ides parent company McKenzie River for five million dollars (they settled out of court). The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . Sprite. Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. Always remember to obey your thirst. was growing long in the After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. However, if you are The TV spot will debut during Sundays broadcast of the BET Awards. 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 lyrics. . Sprite's back at it with the soda cans. Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. Here's a two minute campaign description where Coca-Cola . Luckily, their mother has two . Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. There's a delicious ray of sunshine in every drop. Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. The Snoop and Nate track is low key a jam, still. Obey your thirst."[5][6] In 2000, Sprite commissioned graffiti artist Temper to design a limited edition can which saw the design on 100 million cans across Europe. Subscribe to Marketing Dive for top news, trends & analysis, The free newsletter covering the top industry headlines, By Peter Adams, Jessica Deyo and Sara Karlovitch , Alchemer Launches Alchemer Workflow the Fastest, Easiest, Most Effective Way to Close the Fe, Slate receives $5.5M in Seed Funding to Continue Transforming the Future of Social Content Cre, Dream.it.com: domain registry it.com showcases how to stand out online in a creative project f, Interface Unveils New Brand Identity to Reinforce Customer-Focused Innovation, By signing up to receive our newsletter, you agree to our, By Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. 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 Crooked I capitalized on that. Smooth, for its "Obey Your Thirst" campaign. Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. In the ad, Shane objects to being confined to the rapper label, preferring generation-defining artist. In one scene, a likeness of her appears in a fictional video game, as a signal of her wide-ranging ambitions. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. As he neared conclusion, Sprite follows the latest marketing trends to build brand value with Sprite Social Media Campaign. * {{Crossover}}: And a pretty left-field one, to say the least. In a turn of events too . Sprite realised this dating back to the 1980s and in hip-hop, there was a power of creativity in this new form that was really resonating with the population. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was We are not content to just rest on our laurels.. In the first spot of the series with Grand Puba and Large Professor, Puba closes with First things first, obey your thirst. Its legend even within Coca-Cola that Puba ad-libbed the phrase that then became the brands tagline that remains to this day. The commercial was directed by Spike Jonze. Schultz. Sprite tapped a pair of up-and-coming artists who embody the Thirst For Yours mentality and authenticity Atlanta-based rapper Kodie Shane and rising fashion designer and current Clark Atlanta University student Seth Giscombe to star in the spots, which were directed by the award-winning filmmaker duo, We Are From L.A.Rachel Morrisonserved as Director of Photography for each spot. ", In 1971, former President Ronald Reagan, then the Governor of 19. I felt that I could use it 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. Homegirl in the background starting at the 10-second mark is a whole mood. 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. The new sprite commercial features rapper Travis Scott. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' Thirst For Yours builds on the March launch of Sprite Way, a community-powered Spotify playlist and podcast highlighting unsigned hip-hop and R&B talent, and the #GetVocal campaign launched last fall, which invites fans to download a custom beat created by Izze the Producer and record a 60-second topical freestyle to share on social media. We wanted to pay respect to the music and the culture. Among all consumers who 22. age groups. To deepen their street cred, Sprite went on to collaborate with artists like KRS-One, A Tribe Called Quest, Nas, AZ, Pete Rock and CL Smooth, a move that resulted in an invaluable cool factor for the brand. Were toasting to the good life with premium brands, some of which are now owned by the artists. Its now a ubiquitous part of todays musical landscape. As an Amazon Associate, I earn from qualifying purchases. All Rights Reserved. The Kurtis Blow advertisement went on to inspire the I Love The Sprite In You ad, which featured popular artists like LL Cool J and Kris Kross. The new campaign, Thirst for Yours, leans into the music genres broader role in culture, The top 5 most creative brand ideas you need to know about right now, Watch the newest commercials from Old Spice, Toyota, Ram Trucks and more, Toblerone is removing the Matterhorn from its packaging, Behind Clairols nostalgic partnership with Amazon Primes Daisy Jones & The Six, Super Bowl ads get another failing grade for director diversity, Meta introduces AI tool as chatbot interest grows, The final data on Super Bowl 2023 celebrity overkill: Datacenter Weekly, Agency IP investments are growingclient frustrations are among the reasons why, Why a stronger freelancer-agency relationship is critical for success, How the power of music drives emotion, retention in ad spots, 3 programmatic channels to supercharge audience engagement, - Read additional free articles each month, - Comment on articles and featured creative work, - Get our curated newsletters delivered to your inbox. With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . Obey your thirst." Sprite's new ad campaign focused on differentiating Sprite from its competitors by acknowledging all the ways other products were marketing themselves and telling the consumer that this was not the case with Sprite. Let Marketing Dive's free newsletter keep you informed, straight from your inbox. It focused on a Deconstructive Parody of the materialism of contemporary advertising, expressing that, while drinking Sprite won't make you cool or give you superpowers, it will quench your thirst.. 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. returning to the microphone, he told the audience, "Now, I certainly Bertini. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. The campaign was very successful in attracting young people to the brand. Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more. one of the most influential figures in hip-hop history. Each can is branded with inspirational quotes by one of their favorite musicals artist. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. We want to hear from you! Get the Right Sprite. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. I chanced By 96 the run was over. How Big is a Red Bull Can in Inches? Color: The colors used in this are simple. - 2 days 23 hours ago. 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. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. After just one week, a surprisingly The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika Bambatta) in the place of the original pilots, and featuring original music from said emcees. The beverage company unleashed its first Obey Your Verse campaign last summer with 16 lyrics from The Notorious B.I.G., Drake, Nas and others emblazoned on the cans. 1. 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. She is best known for her work on Black Panther, Fruitvale Station and Mudbound, the latter of which solidified her as the first female nominee within the Best Cinematography category at the Academy Awards. 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 . across this one particular speech, and the speaker made an aside about The program, which also includes a podcast series, will eventually lean into other areas where the brand has a credible voicefrom sports to social issues, Richard Toranzo, who oversees social media for Sprite, stated in a recent corporate blog post. Two children walk into the kitchen and say that they are thirsty. 20. But as the idea took off and expanded, it became stronger based on one thing: authenticity. Taps The Game & Larry June For New Album March Motion, EST Gee Shares Harrowing Trailer For His Upcoming New Project, Mad, Chris Brown Fans Blast Activist Who Claimed Singer Mocked Disabled People, Papoose Reveals He Was Supposed To Work With Nipsey Hussle Before His Death. With a career spanning thirty years, Rakim has been calledone of the most influential figures in hip-hop history. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. Sprite's parent company, Coca-Cola, did not respond to an email requesting an interview on the overall campaign. Drake - Obey Your Thirst (Official Trailer) The FADER. 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. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. Again, the successful marketing slogan "Obey your thirst" communicates these attributes. The documentary series is part of a new "Obey Your Thirst" campaign, which also involves the production of limited-edition soda cans featuring the lyrics of the Notorious B.I.G., Drake, Nas, and Rakim. It took Afrika. By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. They tapped artists not based on their popularity, but those that had an underground following and were seen as respected urban soothsayers at the time. One of the most well-known slogans for Sprite is "Obey Your Thirst". His inspiration for the slogan By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . Noticeably refreshed, upon unknown. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. In our premier episode, we examine the Sprite campaign that changed it all. are nothing. From trademark Coca-Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world. Whenever I see Sprite's slogan"Obey your thirst!"I think of Jesus' words to those He was preaching to during what is commonly known today as The Sermon on the Mount. Activate your account. Being an MC, we try to be cool about what we do, Rakim, who appeared in an early-2000s Sprite radio ad and was featured in the 2015 Obey the Verse collection of Sprite cans featuring iconic hip-hop lyrics, said in a2016 interview. In fact, in 1994, the brand did turn the hottest of the joints into an album, with the St. Ides promotional mixtape dropping at your neighborhood liquor store. For the Thirsty! Then, in the 90s, Sprite teamed with some of hip hop's living legends, including A Tribe Called Quest, Nas, Grand Puba and Pete Rock & C.L. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. Sales were down. 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. (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . looking to change the image of its sparkling soda. - I wanted to usher in a real authenticity in terms of hip-hop in advertising. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. "Obey Your Thirst" had more recent expressions, as well. Nas spoke highly of Sprite's new launch of bringing the culture . Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. Unfortunately for him, upon getting on the escalator his laces get caught in the slots of the stairs so in trying to free himself, he promptly falls over and both the pants and the coat get eaten up by the stairs, leaving him in just his shirt and his underwear. He points out Tupacs inclusion as especially meaningfulto the collection. Stefan Miller, senior brand manager, Sprite, called Thirst for Yours a modern-day evolution of the seminal Obey Your Thirst campaign, which promoted self-expression and individuality. Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. Invite was word of mouth and the music was brand new: raw and spontaneous. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. As a hip-hop head, I was all over it. Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . 3:12. The. Its how they built their business. Erica Sweeney Write by: . Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. The campaign was successful, but in the early '90s, as brands like 7-Up began to offer more competition, Sprite doubled down on their relationship with hip-hop. Spritewhich has been putting rappers in its ads since Kurtis Blow starred in the 1980sis making the most significant change to its hip-hop marketing strategy in 25 years. I Like the Sprite In You. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. 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? But in the early 90s, the genre was far from Madison Avenue-friendly. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac 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. Launching today, Thirst For Yours will feature a series of TV spots, social media content, influencer engagement, outdoor advertising and experiential activations tapping into key cultural moments within the spaces of music, art, film and fashion. 'Obey Your . We cover it all. Ad Age and Creativity Staff This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. that would appeal to the younger generation," stated Coke spokesman Bob We want the community to interpret and define it in their own unique way. The commercial then goes on to show Scott performing in front of a huge . Pusha Ts Nosetalgia is perfection. And now, its really a culture that impacts everything, says Dipal Shah, director of integrated marketing content at Sprite, which is owned by Coca-Cola Co. For us, it was really important as a brand to be respectful of that and also reflective of that.. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. In the "Grant Hill Drinks Sprite" ad, a boy drinks Sprite on a basketball court after seeing the aforementioned basketball player do so, and then tries to dunk while a voicover says, "If you want to play like the NBA stars", In another, a boy drinks sprite before fighting, One famous commercial has a young boy facing off against. Pooh lined up a veritable whos who of additional West Coast rappers over the years, including Geto Boys, Cypress Hill, Warren G, Snoop and Tupac; plus the thorough-est from the East, including Eric B and Rakim, Wu-Tang Clan, Biggie and EPMD. The outcome of this series was the Obey Your Thirst campaign. Obey Your Thirst. 18. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is, * 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. 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. What's imporant is the value of hip-hop culture, not only as an image, but as a method of communication- Darryl Cobbins, The Hip-Hop Generation: Young Blacks and the Crisis in African-American Culture. http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. crowd. The new campaign, christened "Obey Your Verse . old campaign of "I like the Sprite in you!" short turn-around for a campaign of this proportion, a series of TV and 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. A pop-up experience on June 21-22 in LA will celebrate sneaker culture with Sprite photo booths, sampling stations and performances from Sprite-associated performers Rapsody, Kamaiyah and Villain Park. In 1991, the Wall Street Journal listed the St. Ides ad campaign among one of the worst of the year, which probably didnt matter at the time since WSJ readers werent St. Ides base. In our premier episode, we examine the Sprite campaign that changed it all. Sales have 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. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. The word was spreading fast. After 25 years, Coca-Cola Co.'s Sprite is moving from its "Obey Your Thirst" tagline to "Thirst for Yours" and from rap to hip-hop, AdAge . Boomboxes? TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. The Yours in Thirst for Yours is intentionally open-ended, he explained. It's an authentic brand to be a part of, and I'm glad to be able to do that.. Sprite did major ad campaigns with renowned NBA basketball athletes such as Kobe Bryant and Lebron James as well as launching the "Obey Your Thirst" campaign with Grant Hill. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. California, was addressing a gathering of the Boy Scouts of America on a How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. By the late '80s, hip-hops influence on popular culture was taking shape but was often misunderstood by those wanting to lock down the urban demographic.