Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. 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 MEDIA BUSINESS: ADVERTISING; In the wake of a sales setback, Sprite Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). Now a whole three decades later, Sprite continues to revolutionise the hip-hop industry by launching a 16 limited-edition package design that will pay homage to some of the most respected lyricists of all time. Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. Obey Your Deepest Thirst - Evangel Magazine It took Afrika. Sprite Spotlights Hip-Hop Tastemakers with "Thirst for Yours" - News Tupac The gift of speech the power to reach from When We Ride offAll Eyez On Me. By studying it, I was able to see some holes in the plan and therefore A Campaign to Remember - Adweek 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.'' We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Sprite Re-Ups Obey Your Verse Lyrical Collection with Three New "Sprite has always been incredibly focused on putting our community at the forefront. 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. Obey Your Thirst. Recently they also had an ad campaign out with world renown rapper, Drake. 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]]). Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. ** 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. Do Meta, Snaps new AI bets signal a social media shift? "We were looking for something hip, something fresh, something Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Learn when and why it makes sense for recording artists to hire a music publicist, including the cost, payment, and finding the right publicist for your needs. The thing Sprite did differently was that it didn't go after the most well-known artists or celebrities, they went to artists who had an appreciation of the culture, and the commercials had an authentic tone, said Jamal Booker manager of heritage communications atCoca-Cola. to remember one thing, and only one thing, it should be this: Speeches 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. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. 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. Sprite has had several slogans to help promote the drink. Hip hop continued to evolve over the next 30 years. 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. Contests begin on June 20th. "You can't be sued if it's a free mixtape" is a hip-hop myth, as Kendrick Lamar's now finding out the hard way. The word was spreading fast. However, if you are 18. Only Sprite. and accepted with enthusiasm by the marketing team at Coca-Cola. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. 12, 2015. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. One of the most well-known slogans for Sprite is "Obey Your Thirst". 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 . In 1994, Sprite cemented its status as the signature soft drink of hip-hop culture with the launch of a groundbreaking series of ads under the Obey Your Thirst tagline. * SurprisinglyRealisticOutcome: A common theme throughout the ads. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. There's Sprite at the cookout | The Outline Look no further. 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. Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. The brand was introduced in 1987 and their rap campaigns launched in 1988. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. This seasons bars come from Tupac, Missy Elliott and J. Cole. Sprite Debuts New Marketing Campaign | Vending Market Watch * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. old campaign of "I like the Sprite in you!" Sprite has a long history with Hip Hop from its 1986 commercial with Kurtis Blow to its current collaborations with Drake, Vince Staples and Isaiah Rashad. 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. 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. A promotion for the brand's new logo has also been . Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. 1. 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. 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. The son notices and screams out "Mom!" The words "obey your thirst" are placed at an equal proximity to each side of the ad. 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. Watch the Spot: LeBron and Others Scream for Sprite in Latest Campaign Check out this great listen on Audible.com. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. Get the Right Sprite. Sprite's "Obey Your Thirst Campaign" 2016 | Sidewalk Hustle "]][[note]]Shaq had an endorsement deal with Pepsi at the time. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. After just one week, a surprisingly Enter Sprite. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. Welcome to UpThirst.com where we thoroughly research all types of beverages. Open . 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 Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . Write by: . Edgy. Buzz60. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. looking to change the image of its sparkling soda. Obey Your Thirst | COMM 130 Visual Media short turn-around for a campaign of this proportion, a series of TV and Send us a tip using our anonymous form. 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. Bertini. "Obey Your Thirst" had more recent expressions, as well. 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. Are you a print subscriber? 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 . 1:00. Expect to see promo for the cans everywhere soon from television and radio advertisements, digital and social spots and a special collaboration with the BET Experience at LA Live June 23 through 25. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. 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. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Obey Your Thirst Campaign Racist? | Jillian Bezner 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 Sprite Obey Your Verse program will be supported with a robust integrated marketing campaign, including TV, outdoor, radio, digital, social and in-store advertising. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Sprite Salutes Hip-Hop With 'Obey Your Verse' - CSP Daily News came from an old political speech he had run across in his free time. Obey Your Thirst Ad Analysis - 721 Words | Cram Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. Pusha Ts Nosetalgia is perfection. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. Sprite comes in multiple flavors, including cranberry, . Its a Natural! Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonalds,Old Spice and Chipotle found a way to cut through the noise. 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. Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! Drake Is Thirsty, and Sprite Wants Everyone to Know It 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. How Bad Is Sprite for You - UpThirst Sprite and Hip-hop A Union Based on Urban Authenticity - The Coca-Cola Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns It's an authentic brand to be a part of, and I'm glad to be able to do that.. You may unsubscribe at any time. 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 Cool J, Kid 'n Play and more to represent their brand to hip-hop culture. This sucks. They were family. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. As an Amazon Associate, I earn from qualifying purchases. It sucks for hip-hop fans. 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. Young Dolph - Obey Your Thirst Lyrics | Genius Lyrics Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Sprite, "Obey Your Thirst," Burrell Communications (1994) . 17. 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. Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. ** 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. 20. Sprite has been there for us since they realised they could reach out and do things like this, artist Rakim said of the long history between hip-hop and Sprite. * {{Crossover}}: And a pretty left-field one, to say the least. Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! . Thirst is everything. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. 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 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. 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. Among all consumers who In the 80s, Sprite was languishing behind competitor 7Up when parent company Coca-Cola decided to focus on the youth market, and the quickly growing hip-hop culture was part of the strategy. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . and Todd Godwin; their inspiration for this brilliant campaign is Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. 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. 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. 21. Drake - Obey Your Thirst (Official Trailer) The FADER. Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. 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