1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. 12, 2015. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. 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. Open . The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Asked why the brand is risking tinkering with its marketing now, Aaliyah Shafiq, group director for Sprite, says, This is a way for us to truly accelerate that momentum. ". Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. The campaign was also famous for producing several hip-hop focused ads, featuring several now-legendary emcees in various scenarios, including the last thing anyone expected: an official crossover with ''Anime/{{Voltron}}'' ([[SincerityMode We're not joking, that actually happened]]). The Crooked I capitalized on that. agency known for its ability to appeal to the younger masses (Lowe also ET, Webinar Activate your account. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . Drake - Obey Your Thirst (Official Trailer) The FADER. 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. 22. We cover it all. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. Once again, borrowing from its history of promoting new talent, in mid-2017 cans were adorned with lyrics from the current up and coming rappers including Lil Yachty, Vince Staples, DRAM, Vic Mensa, Kamaiyah and Kap G for the "Summer Sprite Cold Lyrics Series". Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. It sucks for Kendrick Lamar. Two children walk into the kitchen and say that they are thirsty. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. 0:44. 1. 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. Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . Lymon was also out of the window, as they moved away from marketing taste and towards marketing attitude. As an Amazon Associate, I earn from qualifying purchases. Fresh Lemon Lime Taste! 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 . Also, this was catchy as hell. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' The Ultimate Guide to the Best Gatorade Flavors to Mix Together! 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. 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. Our purpose is to refresh the world and make a difference. 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 is a lemon and lime soft drink for teenagers mainly with 100% natural . Then in 1994, a young brand manager from Clark Atlanta University named Darryl Cobbin had an idea for a new direction: Gen X was about authenticity and independence of thought, not following the hype. Sprites story isnt the only one of its kind, but its at or near the top of the list of corporate relationships with a culture that, at its core, rejects the touch of corporatism in favor of grassroots hustle. It was one of the first national TV ads to feature a rapper. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. June 24, 2019. the match almost seemed too easy. 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 want the community to interpret and define it in their own unique way. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. Image, as it turns . By Only Sprite. a long-time employee of Lowe & Partners. 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. "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 . and accepted with enthusiasm by the marketing team at Coca-Cola. Joker-big joker in the dick, you just a little spade (Damn), ayy. The words "obey your thirst" are placed at an equal proximity to each side of the ad. 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. Schultz. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was It's an authentic brand to be a part of, and I'm glad to be able to do that.. ATLANTA -- In 1986, Sprite became one of the first mainstream brands to acknowledge the cultural impact of hip-hop by creating a pioneering national television commercial featuring rapper Kurtis Blow. Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer 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. Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. However, in the early 90s two brands put their entire business on hip-hops back, by not only building their brands but spring-boarding the recognition of the music and artists as a marketing and advertising tool: Sprite soda and St. Ides malt liquor. Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. A promotion for the brand's new logo has also been . Ever heard that catchy slogan for Sprite? Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. Aspiring fashion designer Seth Giscombe stars in . In a turn of events too . Smooth, are just a few who did Sprite commercials like this. It (actually) sucks for Macklemore. increased roughly 9% since the introduction, especially in the younger Because it means something. 'Obey Your . Obey your thirst," one of Sprite's early repositioning taglines from Lintas & Partners, served as a sly wink at the role the brand's ads played in reviving its fortunes. Here's a two minute campaign description where Coca-Cola . "Obey Your Thirst" had more recent expressions, as well. Obey Your Thirst campaign was indeed created by the advertising agency They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. The campaign was the brain child of advertising executive Donald Rifkin, Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. 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. Send us a tip using our anonymous form. 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. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). what meal should he have with his Sprite. 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. Bertini. So Sprite contacted Lowe & Partners/SMS, a New York based advertising Director of Sprite & Citrus Brands, Coca-Cola North America, Bobby Oliver, spoke with Billboard about utilizing the momentum of last years Obey Your Verse campaign to push into this summer. These high profile celebrity figures have helped The 90s had all of the world sprung on hip hop. Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. tooth, and worse, wasn't catching on with the growing "Generation X" The article below is a work of fiction of unknown origin. The malt liquor 40 oz., with significantly higher alcohol content than beer at around a $2 price point, was already a staple in lower-income neighborhoods and hip-hop culture. We believe working at The Coca-Cola Company is an opportunity to build a meaningful career while helping us make a real difference on a global scale. - Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. 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!"]]. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. They were family. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. Instead, he both falls and misses getting the ball into the hoop completely when he tries to dunk. have spoken on a number of different topics today. 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. Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. The Artist and The Empire will debut during the June 23rd telecast of the 2019 BET Awards and run across Sprites social and digital channels. 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. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. By studying it, I was able to see some holes in the plan and therefore "Sprite has always been incredibly focused on putting our community at the forefront. 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. During this time the slogan was changed to 'Obey Your Thirst.' Before the decade was over, the commercials, both on television and radio, would end with someone dramatically saying "Image . 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. The word was spreading fast. The brand will give the new campaign a push at this weekends BET Experience event in Los Angeles, where the Viacom subsidiary hosts a range of events, from music performances to fashion shows. 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. Boomboxes? 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! Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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. Buzz60. [[/note]], * 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. Enter Sprite. Sprite's "Obey Your Thirst" advertisement brings hope to the table for kids who want more with their life or even a better outlook on life. old campaign of "I like the Sprite in you!" Sprite has had several slogans to help promote the drink. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. 13. The Sprite Obey Your Verse program will be supported with a robust . This is evident in their wide-ranging appeal, using music and pop culture icons to urge consumers to "obey their thirst" and experience the refreshing taste of Sprite regardless of their skin color, language, or background.Ultimately, the "Image is nothing, taste is everything, obey your thirst" slogans are important because they encourage . 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. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. thirst that absolutely just stuck in my head. , Round table . The Spark marks its first major campaign for Sprite in the US. A month later, when Sprite came calling, 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 . 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. By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. 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The feature runs from June 20 through August 15. The campaign was also famous for producing several Hip-Hop-focused ads, featuring several now-legendary emcees in various scenarios, including the last thing anyone expected: an official crossover with Voltron (We're not joking, that actually happened). I Like the Sprite In You. 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. So sorry 7UP.. I felt that I could use it 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. Its now a ubiquitous part of todays musical landscape. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Sprite comes in multiple flavors, including cranberry, . Also the tagline sprite recycled , "Image is nothing. Tupac The gift of speech the power to reach from When We Ride offAll Eyez On Me. We want to hear from you! Are you a print subscriber? Adrianne Pasquarelli 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. Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. radio advertisements based on the "obey your thirst" motto was proposed, For the Thirsty! ** 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. The. . Sprite: Liquid Skittles. The History 1961: The Introduction in the United States 1967: Spreaded in 39 countries 1974: Sprite Zero 1986: "I like the Sprite in You" 1994: "Obey Your Thirst" 2013: Stevia plant extract *2015: "Obey Your Thirst" ("Obey Your Verse" transition/start) *2016 . 1:00. 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. Hip hop continued to evolve over the next 30 years. By E.J. Erica Sweeney Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. Red Bull vs Rockstar: Which Energy Drink Reigns Supreme? He points out Tupacs inclusion as especially meaningfulto the collection. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . It comes in a primarily silver green, and blue can or a green transparent bottle . The After just one week, a surprisingly Hip-hop used to be this subcategory and almost a niche. View Sprites Obey Your Verse cans with Tupac, Missy Elliot and J. Coles lyrics below: https://twitter.com/Sprite/status/743088203515580417, Melle Mel: 'No One Wants To Rap Like Kendrick Lamar & Eminem', Fivio Foreign Asks Fans To Pray For Him After Missing Rolling Loud California, Playboi Cartis Rolling Loud Set Paused Due To Unruly Crowd: Its An Emergency, Nicki Minaj Launches Her Own Record Label and Unveils Roster, Don Toliver Recalls Kanye West Giving Him Some Important Advice, Dave East On The Maturation Of His Brand: 'Shit That Used To Excite Me Doesn't Anymore', Mistah F.A.B. 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. St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. Another newer slogan used for Sprite is "Freedom From Thirst". 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. 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. was growing long in the June 12, 2015. HE COCA-COLA Company recently relaunched its "Obey Your Thirst" campaign for its lemon-lime soft drink, Sprite. Check out this great listen on Audible.com. Tupac If you fall stand tall and come back for more from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. It's something that lasted in the hood. February 27, 2023 equitable estoppel california No Comments . Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. We embraced that and ingrained ourselves as part of that culture," he said. Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. Before the &qu. The Obey Your Thirst spots also took us the street corner, the club, and inside the ring when Sprite resurrected the legendary KRS One vs. MC Shan battle. Sprite's parent company, Coca-Cola, did not respond to an email requesting an interview on the overall campaign. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac The Snoop and Nate track is low key a jam, still. As we examine the proximity in this ad, we can see that it is done very well. The campaign was also famous for producing several Hip-Hop . In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. After having production completely shut down for a short while and getting hit with heavy fines, St. Ides tried to clean up its act, adding drink responsibly messaging into the spots. We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Today, Sprites presence within hip-hop culture isnt even questioned, becoming as integral to the culture as Timbaland or Adidas. of the agency Lee Garfinkel along with the Creative Directors C.J. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. Sprite group director Aaliyah Shafiq said in a statement that this campaign, like previous ones, speaks to the drink's core fan base of 13- to 24-year-olds. 2023 Vibe Media, LLC. Sales have 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. Edgy. Over the next couple months, I began to take notice of Sprites absolute ubiquity in hip-hop culturefrom event sponsorship to its prevalence in the lean movement and the music and culture that spawned. In the beginning it was simple: matching a drink to a bold, youthful movement. This site is protected by reCAPTCHA Enterprise and the Google, Jonathan Majors Addresses Negative Ant-Man: Quantumania Reviews, A Look At Alicia Keys And John Legends Verzuz Juneteenth Celebration, Kirk Franklin And Fred Hammonds The Healing Was More Than A Verzuz Event, nut butter grinding machines at Whole Foods, groundbreaking deal between Adidas and RUN DMC, Schlitz Malt Liquor had a legendary and hilarious run of spots featuring The Commodores, The Four Tops, Teddy Pendergrass and more, Coi Leray Partners With Sprite's Limelight Global Music Program. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. 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 . Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. Then, St. Ides and McKenzie River fell under legal scrutiny from the New York State Attorney General in 1992 for using verbiage like Cubes lyric Get your girl in the mood quicker, make your jimmy thickerSt. When did the sprite Obey Your Thirst commercial come out? Write by: . 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. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. 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. The immersive pop-up celebrating the rise of sneaker culture will feature Sprite photo booths, sampling stations and performancesfrom Sprite partners Rapsody, Kamaiyah and Villain Park. Again, the successful marketing slogan "Obey your thirst" communicates these attributes. 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. A common theme of the campaign was parodying advertising tactics and gimmicks often used by competitors where a cartoon mascot jumps off of the packaging talking about the stuff in the drink.
sprite obey your thirst'' campaign