Get the free daily newsletter read by industry experts. * 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". to remember one thing, and only one thing, it should be this: Speeches While the " Obey Your Thirst" theme remains the same, . The article below is a work of fiction of unknown origin. Sprite Debuts New Marketing Campaign. In a turn of events too . * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. 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. And while our fanbase hasnt changed over the years, the world around them has. 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. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. what meal should he have with his Sprite. It's an authentic brand to be a part of, and I'm glad to be able to do that.. Thirst For Yours builds on the March launch of Sprite Way, a community-powered Spotify playlist and podcast highlighting unsigned hip-hop and R&B talent, and the #GetVocal campaign launched last fall, which invites fans to download a custom beat created by Izze the Producer and record a 60-second topical freestyle to share on social media. Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. Check out this great listen on Audible.com. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was The commercial then goes on to show Scott performing in front of a huge . came from an old political speech he had run across in his free time. tooth, and worse, wasn't catching on with the growing "Generation X" Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. Because it means something. Another newer slogan used for Sprite is "Freedom From Thirst". Isaiah Rashad - Obey Your Thirst (Episode 4) . The outcome of this series was the Obey Your Thirst campaign. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. 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. Sprites ties to hip-hop date back to 1986 when rapper Kurtis Blow appeared in a commercial for the brand and continued into the 1990s with the I Like the Sprite in You" campaign featuring several of thedecades top artists. Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. "We were looking for something hip, something fresh, something ** 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. 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). With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . After just one week, a surprisingly He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. 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 took Afrika. A common theme of the campaign was parodying advertising tactics and gimmicks often used by competitors where a cartoon mascot jumps off of the packaging talking about the stuff in the drink. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. are nothing. The. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Aspiring fashion designer Seth Giscombe stars in . Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? 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. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Fresh Lemon Lime Taste! One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. Sprite had also succeeded in becoming an official and established part of the culture. Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer Because it means something. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? 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. Choosing classic artists as well as current artists led to our credibility.. The beverage company unleashed its first Obey Your Verse campaign last summer with 16 lyrics from The Notorious B.I.G., Drake, Nas and others emblazoned on the cans. The client for the Coca Cola company was Sergio Zemen. ** 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. 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. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. As far as advertising goes, it was a smash success. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. Sprite's back at it with the soda cans. He also contributes reporting on the beverage, automotive and sports marketing industries. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. 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. More recently . TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. 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. 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. However, if you are It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. The Yours in Thirst for Yours is intentionally open-ended, he explained. The son notices and screams out "Mom!" After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. By 96 the run was over. 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. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . The actual 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.. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. only for her to yell out "RUN!" From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. 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. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. I wanted to usher in a real authenticity in terms of hip-hop in advertising. "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. 0:30. [[/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. 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. Obey Your Thirst Ad Analysis. For St. Ides, hip-hop was the brand campaign. 1. Aliz and Hennessy, anyone? In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . These high profile celebrity figures have helped In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". 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 "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 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. Pusha Ts Nosetalgia is perfection. Noticeably refreshed, upon 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. Bright and shiny was traded for dark and gritty. Mediante la publicidad se ha logrado Topics covered: business models, technology, partnerships, culture and high profile personnel changes. The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . 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. 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. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. The Obey Your Thirst spots also took us the street corner, the club, and inside the ring when Sprite resurrected the legendary KRS One vs. MC Shan battle. 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" had more recent expressions, as well. Unfortunately for him, upon getting on the escalator his laces get caught in the slots of the stairs so in trying to free himself, he promptly falls over and both the pants and the coat get eaten up by the stairs, leaving him in just his shirt and his underwear. Sprite. The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Hip hop continued to evolve over the next 30 years. 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 . By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. We are not content to just rest on our laurels.. 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. As he neared conclusion, * {{Crossover}}: And a pretty left-field one, to say the least. 17. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. 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 has had several slogans to help promote the drink. 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. - 1 day 3 hours ago, By Today, Sprites presence within hip-hop culture isnt even questioned, becoming as integral to the culture as Timbaland or Adidas. 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 Salutes Hip-Hop With 'Obey Your Verse'. February 27, 2023 equitable estoppel california No Comments . For better or for worse. When rating the advertisements, ninety-three percent of E.J. 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). 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. 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. Aspiring fashion designerSeth Giscombe stars in Sprite ad. 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. Explore our Purpose & Vision, History and more. 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. Spritewhich has been putting rappers in its ads since Kurtis Blow starred in the 1980sis making the most significant change to its hip-hop marketing strategy in 25 years. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Ever heard that catchy slogan for Sprite? In our premier episode, we examine the Sprite campaign that changed it all. It focused on trying to steer consumers away from a DeconstructiveParody of the bane of materialism as well as of contemporary advertising, expressing that all their soda does is that, while drinking Sprite won't make you cool or give you superpowers, it ''will . We cover it all. As a hip-hop head, I was all over it. I felt that I could use it In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. As we examine the proximity in this ad, we can see that it is done very well.
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