and accepted with enthusiasm by the marketing team at Coca-Cola. Check out the "Obey Your Thirst" campaign here. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' The 90s had all of the world sprung on hip hop. 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 . 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. In the late '80s, hip-hops stranglehold on popular culture was just beginning to take shape, and every corporate entity was trying to lock down the urban demographic,usually with incredibly corny and poorly-executed rap hijackings. [[/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. Hip hop continued to evolve over the next 30 years. Recently they also had an ad campaign out with world renown rapper, Drake. 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 . More recently . Nas spoke highly of Sprite's new launch of bringing the culture . * {{Crossover}}: And a pretty left-field one, to say the least. 19. Aliz and Hennessy, anyone? Reagan paused briefly to take a sip of water. How many of your favorite celebs have flirted with cheeseburgers? 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. 0:44. It focused on. The aim was to represent their understanding of the genre and in turn the community. 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 . 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. 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. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. The brand will give the new campaign a push at this weekends BET Experience event in Los Angeles, where the Viacom subsidiary hosts a range of events, from music performances to fashion shows. Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. * {{Crossover}}: And a pretty left-field one, to say the least. The TV spot will debut during Sundays broadcast of the BET Awards. In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". 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. 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. But in the early 90s, the genre was far from Madison Avenue-friendly. We cover it all. The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. 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. Topics covered: business models, technology, partnerships, culture and high profile personnel changes. 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. He points out Tupacs inclusion as especially meaningfulto the collection. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. * SurprisinglyRealisticOutcome: A common theme throughout the ads. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. 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. As a hip-hop head, I was all over it. tooth, and worse, wasn't catching on with the growing "Generation X" Its how they built their business. 2023 Vibe Media, LLC. The new "Thirst for Yours" campaign follows more than three decades of the soft drink's tie-ins with hip-hop, and it replaces the brand's long-running, hip-hop-connected "Obey Your Thirst" campaign, which promoted self-expression and individuality. 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. 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. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. It's an authentic brand to be a part of, and I'm glad to be able to do that.. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Its not an obvious pairing, a drink and a music movement. Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. ET, Webinar We want the community to interpret and define it in their own unique way. 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. 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.. In our premier episode, we examine the Sprite campaign that changed it all. Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. Its now a ubiquitous part of todays musical landscape. Waldman 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. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. that would appeal to the younger generation," stated Coke spokesman Bob Get the free daily newsletter read by industry experts. The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. 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 "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. 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. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. 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. 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). The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. 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 . and Todd Godwin; their inspiration for this brilliant campaign is 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. 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. With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . The Sprite Obey Your Verse program will be supported with a robust . somewhere, so I jotted it down. 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. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. Prodigious output or the beginning of massive creative burnout? For St. Ides, hip-hop was the brand campaign. In the beginning it was simple: matching a drink to a bold, youthful movement. So Sprite contacted Lowe & Partners/SMS, a New York based advertising . 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. 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. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . The Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' 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. Sprite has had several slogans to help promote the drink. Beverage companies centering campaigns for the urban demo around black music was nothing new; Coca-Cola had ads featuring artists such as New Edition and Anita Baker singing their hearts out for the cola in the 80s, and Schlitz Malt Liquor had a legendary and hilarious run of spots featuring The Commodores, The Four Tops, Teddy Pendergrass and more through the 70s and early 80s. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. . Lymon was also out of the window, as they moved away from marketing taste and towards marketing attitude. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. 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. 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. 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 . Enter Sprite. June 24, 2019. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. 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.'' Today, Sprites presence within hip-hop culture isnt even questioned, becoming as integral to the culture as Timbaland or Adidas. . across this one particular speech, and the speaker made an aside about The article below is a work of fiction of unknown origin. 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. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer E.J. short turn-around for a campaign of this proportion, a series of TV and Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! 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. For the 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. 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]]). It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. Aspiring fashion designer Seth Giscombe stars in . | 2 p.m. "We were looking for something hip, something fresh, something J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. to remember one thing, and only one thing, it should be this: Speeches Its a Natural! Two 30-second commercials, called ". How Big is a Red Bull Can in Inches? Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. | 8 a.m. In a turn of events too . It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . 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. 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". As far as advertising goes, it was a smash success. looking to change the image of its sparkling soda. particularly scorching Southern California day. Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. 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. The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own . Because it means something. Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. After 25 years, Coca-Cola Co.'s Sprite is moving from its "Obey Your Thirst" tagline to "Thirst for Yours" and from rap to hip-hop, AdAge . 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. Activate your account. The Yours in Thirst for Yours is intentionally open-ended, he explained. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. 3:12. 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 is a lemon and lime soft drink for teenagers mainly with 100% natural . 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. have spoken on a number of different topics today. But as the idea took off and expanded, it became stronger based on one thing: authenticity. girl in sprite commercial. Sprite tapped a pair of up-and-coming artists who embody the Thirst For Yours mentality and authenticity Atlanta-based rapper Kodie Shane and rising fashion designer and current Clark Atlanta University student Seth Giscombe to star in the spots, which were directed by the award-winning filmmaker duo, We Are From L.A.Rachel Morrisonserved as Director of Photography for each spot. The son notices and screams out "Mom!" 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? The campaign was also famous for producing several Hip-Hop . 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. When rating the advertisements, ninety-three percent of Mediante la publicidad se ha logrado Sprite comes in multiple flavors, including cranberry, . Campaign features lyrics by Drake, Nas, The Notorious B.I.G. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? of the agency Lee Garfinkel along with the Creative Directors C.J. what meal should he have with his Sprite. 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. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. The new sprite commercial features rapper Travis Scott. 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. I chanced Giscombe, meanwhile, predicts that I am going to be the most iconic designer of all time., The spot, filled with visual effects, is a far cry from Blows early 1980s spot, which featured a single scene in which he belts out a few simple lyrics in an ode to Sprites lemon-lime taste, like without limon, its not happening. Noticeably refreshed, upon 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. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! "]][[note]]Shaq had an endorsement deal with Pepsi at the time. 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!"]]. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. "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 ''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. 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. Isaiah Rashad - Obey Your Thirst (Episode 4) . Sprite, "Obey Your Thirst," Burrell Communications (1994) . Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. 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 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. Included in Thirst For Yours are Atlanta rapper Kodie Shane and rising designer Seth Giscombe. 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. 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. 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. Sprite's parent company, Coca-Cola, did not respond to an email requesting an interview on the overall campaign. Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. 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. They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. Send us a tip using our anonymous form. Hip-hop rose during the post-industrial 1970s in the Bronx borough of New York City, and spread via block parties. Also, this was catchy as hell. It was one of the first national TV ads to feature a rapper. And while our fanbase hasnt changed over the years, the world around them has. . 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.
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