Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. Because it means something. 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. The campaigncreated by Sprite's agency of record, Wieden & Kennedy New Yorkincludes a TV ad featuring up-and-coming, Atlanta-based rapper Kodie Shane and an aspiring fashion designer, Seth Giscombe. 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. knew the ads, 83% said the same. 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. Luckily, their mother has two . The ad had already aired over 500 times on rap radio shows when Chuck sued St. Ides parent company McKenzie River for five million dollars (they settled out of court). 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. We wanted to pay respect to the music and the culture. Before the Sprite "Obey Your Thirst" campaign, Hip-Hop in advertisements was perceived as "corny". 14. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. So how did Sprite maintain a relationship with artists? In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. List Of 27 Sprite Slogans | Unico Things Color: The colors used in this are simple. Aspiring fashion designerSeth Giscombe stars in Sprite ad. The campaign was very successful in attracting young people to the brand. and Todd Godwin; their inspiration for this brilliant campaign is Sprite #obey your verse - SlideShare Hip-hop rose during the post-industrial 1970s in the Bronx borough of New York City, and spread via block parties. Check out this great listen on Audible.com. 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. Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. Contests begin on June 20th. Each and every component every single choice and decision of a song matters when it comes to perfection. Two children walk into the kitchen and say that they are thirsty. 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. 20. 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. History of Sprite | PDF | Soft Drink | Non Alcoholic Drinks - Scribd Before the &qu. Smooth, for its "Obey Your Thirst" campaign. Sprite shelves 'Obey Your Thirst' after 25 years as it updates its hip 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 . 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, * 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 client for the Coca Cola company was Sergio Zemen. Sprite is encouraging their beverage drinkers to take selfies with these cans and upload them to their site, in a chance to win prizes ranging from branded items to concert tickets. 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. The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. Sprite: Liquid Skittles. Obey Your Thirst Ad Analysis - 721 Words | Cram and Rakim on packaging Jun. By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. 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. Erica Sweeney have spoken on a number of different topics today. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Write by: . In our premier episode, we examine the Sprite campaign that changed it all. 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 . The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. Let Marketing Dive's free newsletter keep you informed, straight from your inbox. Explore our Purpose & Vision, History and more. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is, * 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. Sprite's Snapchat Campaign Got 2 Million Views in 2 Days: Case Study 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. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. 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. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. 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 . Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Whenever I see Sprite's slogan"Obey your thirst!"I think of Jesus' words to those He was preaching to during what is commonly known today as The Sermon on the Mount. 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. * SurprisinglyRealisticOutcome: A common theme throughout the ads. Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. 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. The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. Pertenence y es producida por The Coca Cola Company. Hip Hop Culture is Part of Sprite's DNA | Tuned Global Activate your account. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' Sprite: Obey Your Thirst, and Your God - Nomos Journal Music is important and plays a role in all of our lives," said Bobby Oliver, director of Sprite & Citrus Brands,Coca-ColaNorth America at the time. Obey Your Thirst (Advertising) - TV Tropes The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. 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. Drake Is Thirsty, and Sprite Wants Everyone to Know It Behind Sprite's Live From The Label Concert Series | The Drum 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. 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. We embraced that and ingrained ourselves as part of that culture," he said. Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. Sprite (History, Flavors, Pictures & Commercials) Enter Sprite. It was one of the first national TV ads to feature a rapper. 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.'' St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. 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. 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.. Yes, Scream 6 Marketing Is Behind the Creepy Ghostface Sightings Causing Scares Across the U.S. Beer Drinkers Cut Back as Bud Brewer AB InBev Raises Prices, ESPN wants to be the hub of all live sports streaming even if it helps its competition, How the Evolution of Commerce is Shaping Retailers' Digital Advertising Strategies, Mastering Agency Profitability with Megan Bowen, COO of Refine Labs, Hit Subscribe: How Creative Subscriptions Are Changing the Marketing Game, The Ultimate Guide to Scaling Your Agency: Roundtable Discussion, Campaign Trail: Levis tells The Greatest Story Ever Worn in cinematic fashion, Toyota, Yahoo partner for AR-powered car shopping experience, Guinness rewards epic toasts this St. Patricks Day, Bose works to boost gender parity in music production, Coca-Cola brand Sprite on Thursday launched a multiyear "Thirst for Yours" campaign that will highlight musicians, designers, artists, photographers and others in hip-hop culture, according to, The campaign includes TV spots, social media and influencer content, outdoor ads and in-person experiences. #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. 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 "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 Debuts New Marketing Campaign | Vending Market Watch 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. All Rights Reserved. Have you ever wondered if the Read more, The dangers of bang energy drink Bang Energy drink is extremely high in caffeine and other stimulants, which can cause Read more, Califia Farms almond milk is a type of milk that is made from almonds. "Obey Your Thirst" had more recent expressions, as well. Send us a tip using our anonymous form. Now, Sprite continues the saga, based on its Obey Your Thirst slogan, and has chosen 16 more words of inspiration for Hip Hop fans nationwide. It's authentic.. 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.. By 96 the run was over. 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 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]]). old campaign of "I like the Sprite in you!" Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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. THE MEDIA BUSINESS: ADVERTISING; In the wake of a sales setback, Sprite The brand was introduced in 1987 and their rap campaigns launched in 1988. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. Obey Your Thirst campaign was indeed created by the advertising agency Sprite Launches "Obey Your Verse" Campaign With Drake - HYPEBEAST Joker-big joker in the dick, you just a little spade (Damn), ayy. 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. Joined by hip-hop talent, influencers and Spritebrand executives, the event will culminate with a panel discussion featuring Shane, Giscombe and Sprite Way talent, who will discuss their personal journeys and share how Spritehas helped advance their careers. 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. We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Check out the "Obey Your Thirst" campaign here. Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. 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? It's something that lasted in the hood. 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.. Tupac The gift of speech the power to reach from When We Ride offAll Eyez On Me. It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. The Crooked I capitalized on that. Image, as it turns . In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns . 17. What Is Cool? 1994 Sprite Obey Your Thirst TV commercial Sometimes the slogan "Obey" would be used as a more simple saying and implied a psychological connection to the product and its past slogans. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Who Sings in the New Sprite Commercial - UpThirst Sprite. "I just love looking through artifacts of political history. * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. Isaiah Rashad - Obey Your Thirst (Episode 4) . Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. This approach could help Sprite forge more authentic connections with these young consumers. Sprite Urging Youth to Obey Themselves in a New Series of Ads 13. Recently they also had an ad campaign out with world renown rapper, Drake. Do Meta, Snaps new AI bets signal a social media shift? It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quench their thirst. Ides. to suggest the malt liquor increased sexual prowess. The Sprite bottle is centered perfectly in this picture. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . The actual Obey Your Thirst campaign was indeed created by the advertising agency Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer of the agency Lee Garfinkel along with the Creative Directors C.J. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. looking to change the image of its sparkling soda. So, in 1986 the company cast rapper Kurtis Blow in a commercial for Sprite making it one of the first mainstream brands to feature hip hop stars in a national advertisement. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. Sprite Seedhi Baat baki sab bakwas-Indian Campaign. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. one of the most influential figures in hip-hop history. In 1991, the Wall Street Journal listed the St. Ides ad campaign among one of the worst of the year, which probably didnt matter at the time since WSJ readers werent St. Ides base. But in the early 90s, the genre was far from Madison Avenue-friendly. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. We want the community to interpret and define it in their own unique way. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" 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 Cool J, Kid 'n Play and more to represent their brand to hip-hop culture. Sprite Company: Brand History - 1158 Words | Essay Example - Free Essays When rating the advertisements, ninety-three percent of The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. For the Thirsty! Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. The Sprite Obey Your Verse program will be supported with a robust . Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. 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 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 felt that I could use it Having a heavyweight like him is important to the program.. And while our fanbase hasnt changed over the years, the world around them has. Aliz and Hennessy, anyone? Sprite: "Obey your thirst" - Soda Pop Culture But as the idea took off and expanded, it became stronger based on one thing: authenticity. We Love Media Criticism: Obey your Thirst Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. sprite | Urban Stylz's Blog 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. "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 . Included in Thirst For Yours are Atlanta rapper Kodie Shane and rising designer Seth Giscombe. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. Sprite Taps The Fader For "Obey Your Verse" Campaign unknown. The new campaign, christened "Obey Your Verse . 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. INTRODUCING: GOLD RUSH: How The Sprite "Obey Your Thirst" Campaign Anybody Else Remember This Sprite Hip-Hop Voltron Commercial Throwback 2. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. In the first spot of the series with Grand Puba and Large Professor, Puba closes with First things first, obey your thirst. Its legend even within Coca-Cola that Puba ad-libbed the phrase that then became the brands tagline that remains to this day. 19 hours 58 min ago, By African-American ad agency Burrell Communications tagged hip-hop acts for a series of spots that began a long-standing marriage between the brand and the culture, starting with Kurtis Blow in 1986. As we examine the proximity in this ad, we can see that it is done very well. Two 30-second commercials, called ". With a career spanning thirty years, Rakim has been calledone of the most influential figures in hip-hop history. 21. The Yours in Thirst for Yours is intentionally open-ended, he explained. 12, 2015. Sprite announced on Friday that it would tweak its "Obey Your Thirst" campaign to celebrate well-known lyrics by rappers. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. 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. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. 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. (But at least its ranked near the bottom; #97.). Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Ad Age and Creativity Staff The new sprite commercial features rapper Travis Scott. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. In our premier episode, we examine the Sprite campaign that changed it all. 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. Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). - 2 days 23 hours ago. Thirst is everything. How Big is a Red Bull Can in Inches? Ever heard that catchy slogan for Sprite? 16. The switch might mean the end of Sprite's " Obey your thirst" tagline, which has been in use since 1994. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . ** 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.