Do Meta, Snaps new AI bets signal a social media shift? This seasons bars come from Tupac, Missy Elliott and J. Cole. 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. "I just love looking through artifacts of political history. The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. In our premier episode, we examine the Sprite campaign that changed it all. A promotion for the brand's new logo has also been . 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 . By the late '90s Sprite had spent roughly $70M on the "Obey Your Thirst" campaign, tripled sales, and commanded a majority market share of the citrus category (which also included 7Up . (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . Brandon Langevin These high profile celebrity figures have helped 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. I chanced 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. Luckily, their mother has two . 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. And while our fanbase hasnt changed over the years, the world around them has. 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 ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. Sprite comes in multiple flavors, including cranberry, . Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. In our premier episode, we examine the Sprite campaign that changed it all. 13. 20. In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . 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. Our purpose is to refresh the world and make a difference. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . Pusha Ts Nosetalgia is perfection. The campaign came along when hip-hop was still very much in the background. 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.. Smooth, are just a few who did Sprite commercials like this. Hip-hop rose during the post-industrial 1970s in the Bronx borough of New York City, and spread via block parties. I remember 12-15 years ago I did an audio commercial for Sprite and to be honest being an MC we do things and we try to be cool about what we do. Because it means something. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. It's something that lasted in the hood. Here's a two minute campaign description where Coca-Cola . 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! Check out this great listen on Audible.com. 0:44. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! The. W)taps - W)taps BLUES SKINNY TRASH by Hiro's shop Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. [[/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. "]][[note]]Shaq had an endorsement deal with Pepsi at the time. Always remember to obey your thirst. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. thirst that absolutely just stuck in my head. Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. 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. Smooth, for its "Obey Your Thirst" campaign. Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. 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. 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. 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]]). Again, the successful marketing slogan "Obey your thirst" communicates these attributes. However, numerous YouTube videos show people Read more. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. Only Sprite. Welcome to UpThirst.com where we thoroughly research all types of beverages. 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. - 1 day 3 hours ago, By 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 . Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. 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. They were later in hot water with the New York AGs office again, along with the Bureau of Alcohol, Firearms and Tobacco (the ATF) for advertising perceived to the be targeted towards minors, with complaints that it glamorized gang affiliation and promoted sex. Send us a tip using our anonymous form. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. 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. Two children walk into the kitchen and say that they are thirsty. There's a delicious ray of sunshine in every drop. 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? http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. have spoken on a number of different topics today. He also contributes reporting on the beverage, automotive and sports marketing industries. How Big is a Red Bull Can in Inches? Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. 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. It was one of the first national TV ads to feature a rapper. In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. Published on June 20, 2019. Recently they also had an ad campaign out with world renown rapper, Drake. 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. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. 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. 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. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. Edgy. California, was addressing a gathering of the Boy Scouts of America on a We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. Sprite's back at it with the soda cans. to remember one thing, and only one thing, it should be this: Speeches By the late 90s Sprite had spent roughly $70M on the Obey Your Thirst campaign, tripled sales, and commanded a majority market share of the citrus category (which also included 7Up, Sierra Mist, and Mountain Dew). You may unsubscribe at any time. Tupac The gift of speech the power to reach from When We Ride offAll Eyez On Me. 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]]). Let Marketing Dive's free newsletter keep you informed, straight from your inbox. By 96 the run was over. Sprite: Liquid Skittles. The actual Nas spoke highly of Sprite's new launch of bringing the culture . 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 . An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. 16. As he neared conclusion, The campaign was also famous for producing several Hip-Hop . One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". 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. 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. "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. ** 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. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. 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. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Aspiring fashion designerSeth Giscombe stars in Sprite ad. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. 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. The lyrics from Sprites second Obey Your Verse campaign are as follows: Tupac Embrace my words make the world change from Scarfaces Smile offThe Untouchable, Tupac Ill learn from mistakes and try 2 achieve again fromIf I Failpoem, Tupac Please wake me when Im free from Wake Me When Im Free offThe Rose That Grew From Concrete Vol. In the commercial, Puba fist-bumps Large Professor and says the line, First things first: Obey Your Thirst.Its speculated that Puba ad-libbed this line in rehearsals, yet the potency was so clear that Obey Your Thirst became Sprites tagline off and on to this very day. 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. "We were looking for something hip, something fresh, something 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 . Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. Red Bull vs Rockstar: Which Energy Drink Reigns Supreme? Aside from the groundbreaking deal between Adidas and RUN DMC, brands didnt yet see full value and impact of hip-hopexcept in the food and beverage industry. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. The relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. ET, Webinar Waldman "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 . Choosing classic artists as well as current artists led to our credibility.. 12, 2015. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. It's an authentic brand to be a part of, and I'm glad to be able to do that.. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. We want to hear from you! Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. Sprite Debuts New Marketing Campaign. Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). returning to the microphone, he told the audience, "Now, I certainly . 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. In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". Hip hop continued to evolve over the next 30 years. Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. 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. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Its how they built their business. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac * {{Crossover}}: And a pretty left-field one, to say the least. consumers ages 18-24 said they were effective. 19 hours 58 min ago, By On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. Adrianne Pasquarelli 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. handles the entire Reebok campaign). But this is one of those things, that when they call, 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. 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. Sprite struck a chord with the artists so that when the next series of commercials ran the next artists would say 'yes' and they connected with brand," he said. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. 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. Two 30-second commercials, called ". 1:00. The messages the artists were communicating was often overlooked by the bold style and image. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.