Sprite announced on Friday that it would tweak its "Obey Your Thirst" campaign to celebrate well-known lyrics by rappers. Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Does Coca-Cola Taste Different Around the World? Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. 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. The campaign came along when hip-hop was still very much in the background. agency known for its ability to appeal to the younger masses (Lowe also 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. 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. 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". Now we were in the studio; a fly on the wall for freestyle sessions. 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. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Erica Sweeney Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. But as the idea took off and expanded, it became stronger based on one thing: authenticity. * {{Crossover}}: And a pretty left-field one, to say the least. Sales were down. Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. 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 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. and Todd Godwin; their inspiration for this brilliant campaign is 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. Its now a ubiquitous part of todays musical landscape. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" 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.' While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. The new campaign, christened "Obey Your Verse . Missy Elliott I wont settle for less from Hot Boyz offDa Real World, Missy Elliott Cause the beats so cold from WTF single, Missy Elliott Me Im supa fly, supa dupa fly from The Rain (Supa Dupa Fly) fromSupa Dupa Fly, Missy Elliott How they do it where you from? from WTF single, Missy Elliott Talk with it, walk with it, Im no gimmick from 9th Inning single, J. Cole Goodbye to the bottom, hello to the top from Grown Simba single, J. Cole Love Yourz from Love Yourz off 2014 Forest Hills Drive, J. Cole We aint picture perfect, but we worth the picture still from Crooked Smile offBorn Sinner, J. Cole I got a dollar and a dream from Dollar and a Dream III offCole World: The Sideline Story, J. Cole You gotta dream like you never seen obstacles from The Autograph offFriday Night Lights. Each and every component every single choice and decision of a song matters when it comes to perfection. The Crooked I capitalized on that. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. The big takeaway for us coming out of last year was how excited fans were about us staying true to the genre and paying homage to the heritage of Hip Hop, Oliver says. 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. 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. After just one week, a surprisingly the match almost seemed too easy. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! 17. This seasons bars come from Tupac, Missy Elliott and J. Cole. Hip-hop used to be this subcategory and almost a niche. knew the ads, 83% said the same. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. 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 . 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. Permissions beyond the scope of this license may be available from
[email protected]. The commercial then goes on to show Scott performing in front of a huge . 15. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. Sprite continue with their latest campaign 'Obey Your Thirst' where they shine the light on some of your favourite rappers life stories and in the latest episode we get . The preppie. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep 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. This years Obey Your Verse campaign is more interactive as fans can take pictures of each can and go onto Sprites website via their phones to win free stuff including autographed memorabilia and a concert experience. The campaign was the brain child of advertising executive Donald Rifkin, The word was spreading fast. He points out Tupacs inclusion as especially meaningfulto the collection. June 24, 2019. On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. 3:12. For better or for worse. A program called Sprite Way, which has been underway for a few months, includes a Sprite-curated Spotify playlist featuring 20 tracks from unsigned talent that came from fan recommendations submitted via social media. 24. Thirst is everything. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. We want the community to interpret and define it in their own unique way. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. 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. 1. 12, 2015. 16. 22. "Thirst for Yours" kicks off with a media event and panel in Los Angeles, where several hip-hop celebrities will discuss how Sprite helped their careers. 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). By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. The Spark marks its first major campaign for Sprite in the US. E.J. While the " Obey Your Thirst" theme remains the same, . The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . https://youtube.com/watch?v=MRbVTKU-6nQ%3Fstart%3D31. 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 . 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? * SurprisinglyRealisticOutcome: A common theme throughout the ads. 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. Schultz. Were toasting to the good life with premium brands, some of which are now owned by the artists. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. Recently they also had an ad campaign out with world renown rapper, Drake. These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. 19. As part of Sprites 'Obey Your Thirst' campaign, TDE's Isaiah Rashad speaks on his humble beginnings and how family and friends gave him the motivation to succeed. I chanced Sprite follows the latest marketing trends to build brand value with Sprite Social Media Campaign. Near the end of the decade, Sprite explored the overlap between hip-hop culture, comics and martial arts with a series of posse spots based on Voltron (representing all hip-hop regions) and the 5 Deadly Venoms (with all female emcees). Sprite has always been connected to hip-hop culture - from being one of the first mainstream brands to feature hip-hop stars in national ads, to giving a voice to underground artists. 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. 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. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. 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. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". ** Another ad has a woman and her two children drinking something called Sun Fizz when the character mascot, an anthropomorphic sun with large eyes, comes to life. 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. In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. Obey your thirst (1994-1998) Launches in 1994 Sprite was a light, crisp, and refreshing beverage Sprite marketers wanted to convey that Sprite was not pretentious. 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. One ad had a teenaged boy wearing a pair of baggy jeans, a puffy coat and boots with loose laces at a mall to be cool. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. "We were looking for something hip, something fresh, something 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 . and accepted with enthusiasm by the marketing team at Coca-Cola. Aliz and Hennessy, anyone? It took Afrika. The words "obey your thirst" are placed at an equal proximity to each side of the ad. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. This approach could help Sprite forge more authentic connections with these young consumers. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. 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 they're scared of him. Drake - Obey Your Thirst (Official Trailer) The FADER. 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]]). We are not content to just rest on our laurels.. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. It's something that has lasted in the hood it's authentic., Principles for Sustainable Agriculture (PSA), What the Fanta Mystery Flavors and Campaign, Coca-Cola Christmas Caravan Twenty Fifth Anniversary, Coca-Cola Zero Sugar Invites Fans to #TakeATaste, Simply Mixology Raises the Bar of At-Home Mocktail & Cocktail Experiences, Sprite, Fresca, Seagrams, & Mark Ronson Madlib Music Connection. Its a Natural! We embraced that and ingrained ourselves as part of that culture," he said. As an Amazon Associate, I earn from qualifying purchases. Enter Sprite. You may unsubscribe at any time. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. However, numerous YouTube videos show people Read more. It sucks for Kendrick Lamar. crowd. They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Its how they built their business. Aspiring fashion designerSeth Giscombe stars in Sprite ad. In our premier episode, we examine the Sprite campaign that changed it all. 2023 Vibe Media, LLC. Taking new publicity photos requires intention and purpose. 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. In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. I Like the Sprite In You. The Sprite bottle is centered perfectly in this picture. 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. Sales have Despite dropping the "Obey Your Thirst" branding, Sprite is far from abandoning hip-hop the most-streamed genre in the U.S. in 2018 in its marketing. Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. 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. 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. By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. . In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . 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. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. #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. Each can is branded with inspirational quotes by one of their favorite musicals artist. 0:30. Edgy. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . across this one particular speech, and the speaker made an aside about ". Only Sprite. We wanted to pay respect to the music and the culture. Before the &qu. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. It's authentic.. More recently . Prodigious output or the beginning of massive creative burnout? 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. Noticeably refreshed, upon The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". 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 . 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In a turn of events too . He also contributes reporting on the beverage, automotive and sports marketing industries. It's an authentic brand to be a part of, and I'm glad to be able to do that.. particularly scorching Southern California day. We want to hear from you! unknown. In our premier episode, we examine the Sprite campaign that changed it all. Also the tagline sprite recycled , "Image is nothing. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. The messages the artists were communicating was often overlooked by the bold style and image. Waldman Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. By studying it, I was able to see some holes in the plan and therefore 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 long-time employee of Lowe & Partners. 2023 The DJ Booth LLC. The feature runs from June 20 through August 15. Pusha Ts Nosetalgia is perfection. 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. Nas spoke highly of Sprite's new launch of bringing the culture . It's something that lasted in the hood. So Sprite contacted Lowe & Partners/SMS, a New York based advertising There's a delicious ray of sunshine in every drop. 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. Instead, he both falls and misses getting the ball into the hoop completely when he tries to dunk. 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. But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' 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. Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. age groups. They were family. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign.
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