See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. 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). 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. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! Waldman However, if you are The words "obey your thirst" are placed at an equal proximity to each side of the ad. This kind of authentic engagement with Sprite drinkers and hip-hop fans can deepen the brand's connection to hip-hop culture, which began in 1986 and continued through its long-running "Obey Your Thirst" campaign. 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. 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. As an Amazon Associate, I earn from qualifying purchases. 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. All Rights Reserved. Sprite announced on Friday that it would tweak its "Obey Your Thirst" campaign to celebrate well-known lyrics by rappers. * SpiritualSuccessor: The hip-hop themed ads for the "Obey Your Thirst" campaign were a continuation of the late-80's-early-90's hip hop commercials from Sprite's previous campaign, "I Like The Sprite In You". We understand that hip-hop culture is essentially the root of everything cool and hip in culture, period, and its been commodified and appropriated within an inch of its life. Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns Sprite, "Obey Your Thirst," Burrell Communications (1994) . 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. "Sprite has always been incredibly focused on putting our community at the forefront. We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Each and every component every single choice and decision of a song matters when it comes to perfection. Activate your account. New Sprite Campaign Features Drake Lyrics on Cans | Vanity Fair Fresh Lemon Lime Taste! By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. 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. Red Bull vs Rockstar: Which Energy Drink Reigns Supreme? 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. Drake - Obey Your Thirst (Official Trailer) The FADER. He also contributes reporting on the beverage, automotive and sports marketing industries. And while our fanbase hasnt changed over the years, the world around them has. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. It comes in a primarily silver green, and blue can or a green transparent bottle . We want to hear from you! W)taps - W)taps BLUES SKINNY TRASH by Hiro's shop Topics covered: business models, technology, partnerships, culture and high profile personnel changes. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! 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. The multi-year platform will spotlight tastemakers and innovators musicians, designers, artists, photographers and more who are shaping the future of hip-hop culture through both their craft and creativity. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". The brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. It sucks for Kendrick Lamar. increased roughly 9% since the introduction, especially in the younger Vibe is a part of Penske Media Corporation. ET, Beyond the Mic: Sprite Spotlights Tomorrow's Hip-Hop Tastemakers With 'Thirst for Yours' Campaign, Sprite urges fans to 'Get Vocal' about what matters to them via hip-hop platform, 9 campaigns that boosted the mood in 2022, As retailers sell more ads, marketers frustrations and fears grow, Hersheys trans-inclusive IWD push sparks familiar backlash, Maybelline enlists its first-ever digital avatar for mascara launch, Chipotle embraces viral TikTok trend with new menu item. More recently . Homegirl in the background starting at the 10-second mark is a whole mood. By 96 the run was over. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . There's Sprite at the cookout | The Outline It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. 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. Hip hop continued to evolve over the next 30 years. Aspiring fashion designer Seth Giscombe stars in . (But at least its ranked near the bottom; #97.). Who Sings in the New Sprite Commercial - UpThirst With the great Read more, Orange juice does not cause mucus and phlegm, in fact, it has been shown in some studies to actually help Read more, Are you curious to know if the taste of Coca-Cola varies around the world? Sprite Promotional Mix - Jeanelle Pierre Promotion Mix Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. Sprite: Thirst For Yours | Wieden+Kennedy "We were looking for something hip, something fresh, something 2023 Vibe Media, LLC. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company . In our premier episode, we examine the Sprite campaign that changed it all. Having a heavyweight like him is important to the program.. 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). Hip Hop Culture is Part of Sprite's DNA | Tuned Global Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. 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. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. Open . It's something that lasted in the hood. Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. A Campaign to Remember - Adweek Reagan paused briefly to take a sip of water. Two 30-second commercials, called ". The commercial was directed by Spike Jonze. I felt that I could use it February 27, 2023 equitable estoppel california No Comments . Among all consumers who Sprite Re-Ups Obey Your Verse Lyrical Collection with Three New 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. Sprite's "Obey Your Thirst Campaign" 2016 | Sidewalk Hustle 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 . We want the community to interpret and define it in their own unique way. It was one of the first national TV ads to feature a rapper. Sprite Seedhi Baat baki sab bakwas-Indian Campaign. 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. 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 their scared of him. ET, Webinar 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. June 2019. 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! For St. Ides, hip-hop was the brand campaign. 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. 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. Write by: . Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. Sprite Salutes Hip-Hop With 'Obey Your Verse' - CSP Daily News ". 1:00. In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. Send us a tip using our anonymous form. After just one week, a surprisingly Drake Is Thirsty, and Sprite Wants Everyone to Know It 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. * {{Crossover}}: And a pretty left-field one, to say the least. ** 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. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". A month later, when Sprite came calling, There's a delicious ray of sunshine in every drop. Sprite Obey Your Thirst (Pete Rock, C.L. Smooth, Grand Puba) But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. If so, this article is for you! By studying it, I was able to see some holes in the plan and therefore Anybody Else Remember This Sprite Hip-Hop Voltron Commercial Throwback Sprite had also succeeded in becoming an official and established part of the culture. Sprite shelves 'Obey Your Thirst' after 25 years as it updates its hip 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. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B 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. 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. 19 hours 58 min ago, By Remembering Sprite and St. Ides' Rap Campaigns: Music Sermon - VIBE.com Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer Before the &qu. It was all irresponsible, even while being genius for the demo. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . 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. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? 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. THE MEDIA BUSINESS: ADVERTISING; In the wake of a sales setback, Sprite 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 | The Spark | Global | The Work | Campaign Asia In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his . It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quenching their thirst. 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. The outcome of this series was the Obey Your Thirst campaign. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. When did the sprite Obey Your Thirst commercial come out? Sprite is shifting gears as the brand posts solid sales results. 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. Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. 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. 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. 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 . It (actually) sucks for Macklemore. 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. History of Sprite | PDF | Soft Drink | Non Alcoholic Drinks - Scribd are nothing. While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. Sprite Debuts New Marketing Campaign | Vending Market Watch Obey Your Thirst Ad Analysis - 721 Words | Cram Published on June 20, 2019. Again, the successful marketing slogan "Obey your thirst" communicates these attributes. Each can is branded with inspirational quotes by one of their favorite musicals artist. When rating the advertisements, ninety-three percent of Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. Sprite and Hip-hop A Union Based on Urban Authenticity - The Coca-Cola So not only does this work represent a pivot in how were talking to our fans by shifting focus from Sprite to them but its also a reflection of whats happening in hip-hop culture.. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. 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. Sprite Spotlights Hip-Hop Tastemakers with "Thirst for Yours" - News On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. Buzz60. 24. short turn-around for a campaign of this proportion, a series of TV and Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Sprite and The Fader have a history that dates back to the mid-1990s, when Fader co-founder Rob Stone worked on the brand's "Obey Your Thirst" campaigns in its early years. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. and accepted with enthusiasm by the marketing team at Coca-Cola. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. Sprite has had several slogans to help promote the drink. This company chose to join the hope side of hip hop in order to help spread a . Obey Your Thirst campaign was indeed created by the advertising agency 21. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. * {{Crossover}}: And a pretty left-field one, to say the least. 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. The TV spot will debut during Sundays broadcast of the BET Awards. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". I chanced With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . 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.'' J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac 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. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. In a turn of events too . 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 getting in early, and staying for the long haul. 22. Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more. 1. 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 . Can you imagine the think pieces if that spot ran today? [[/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. the match almost seemed too easy. 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? Sprite continues to offer its financial support to artists (Vince Staples), festivals and events across the country, placing the company in a much more honorable standing than your average corporate culture vulture. What does Obey Your Thirst mean? - Sage-Answer INTRODUCING: GOLD RUSH: How The Sprite "Obey Your Thirst" Campaign The Thirst For Yours campaign will include several activations where hip-hop music, fashion, art and culture intersect, starting with the BET Experience Weekend and the 2019 BET Awards in Los Angeles, CA. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . 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. crowd. Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. 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. Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . He points out Tupacs inclusion as especially meaningfulto the collection. Its not an obvious pairing, a drink and a music movement. Sprite Ushering in the Next Generation of Hip-Hop Stars in 'Thirst For and Rakim on packaging Jun. 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 . radio advertisements based on the "obey your thirst" motto was proposed, 0:30. INTRODUCING: GOLD RUSH: How The Sprite "Obey Your Thirst" Campaign Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. For the Thirsty! 20. and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . Obey Your Thirst Campaign Racist? | Jillian Bezner came from an old political speech he had run across in his free time. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. Obey Your Thirst - American Decency Color: The colors used in this are simple. Check out this great listen on Audible.com. 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. Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. 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. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age.