In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. Thirst is everything. There's a delicious ray of sunshine in every drop. Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. 3:12. They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. 19 hours 58 min ago, By What's imporant is the value of hip-hop culture, not only as an image, but as a method of communication- Darryl Cobbins, The Hip-Hop Generation: Young Blacks and the Crisis in African-American Culture. Image, as it turns . In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . 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 was all irresponsible, even while being genius for the demo. Sales were down. 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. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. 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 sucks for hip-hop fans. 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. Can you imagine the think pieces if that spot ran today? Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. "I just love looking through artifacts of political history. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more. Sprite realised this dating back to the 1980s and in hip-hop, there was a power of creativity in this new form that was really resonating with the population. 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. 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. The Sprite Obey Your Verse program will be supported with a robust integrated marketing campaign, including TV, outdoor, radio, digital, social and in-store advertising. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. 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. Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. "Sprite has always been incredibly focused on putting our community at the forefront. 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. 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. thirst that absolutely just stuck in my head. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. crowd. 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. 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.. From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac By E.J. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. The article below is a work of fiction of unknown origin. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. Because it means something. 23. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. 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. Are you a print subscriber? Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? Published on June 20, 2019. By getting in early, and staying for the long haul. 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. You may unsubscribe at any time. Sprite Salutes Hip-Hop With 'Obey Your Verse'. An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. 17. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. 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. 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. http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. The son notices and screams out "Mom!" Sprite se vende en ms de 190 paises alrededor del mundo, y se la considera lder en ventas en cuanto a refrescos de lima - limon. to remember one thing, and only one thing, it should be this: Speeches ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. The feature runs from June 20 through August 15. 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 case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . The new campaign, christened "Obey Your Verse . and Rakim on packaging Jun. was growing long in the Also, this was catchy as hell. 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. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. 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. of the agency Lee Garfinkel along with the Creative Directors C.J. Sprite. 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. 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 . Ever heard that catchy slogan for Sprite? But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. 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]]). * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. For the Thirsty! Agency New York. 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. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. The relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. Hip hop continued to evolve over the next 30 years. Activate your account. 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.. ** 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. A month later, when Sprite came calling, Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). By 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. February 27, 2023 equitable estoppel california No Comments . 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. Its now a ubiquitous part of todays musical landscape. handles the entire Reebok campaign). It's authentic.. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. 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. Obey your thirst." Sprite's new ad campaign focused on differentiating Sprite from its competitors by acknowledging all the ways other products were marketing themselves and telling the consumer that this was not the case with Sprite. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. 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 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. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Today, Sprites presence within hip-hop culture isnt even questioned, becoming as integral to the culture as Timbaland or Adidas. 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). 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. As we examine the proximity in this ad, we can see that it is done very well. 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. Sprite Debuts New Marketing Campaign. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Ad Age and Creativity Staff The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. 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 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 actual ET, Webinar E.J. June 12, 2015. The preppie. Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. 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. 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! The campaign was very successful in attracting young people to the brand. Obey Your Thirst campaign was indeed created by the advertising agency The campaign was the brain child of advertising executive Donald Rifkin, particularly scorching Southern California day. 0:30. tooth, and worse, wasn't catching on with the growing "Generation X" Its how they built their business. Pertenence y es producida por The Coca Cola Company. 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. He points out Tupacs inclusion as especially meaningfulto the collection. Nas spoke highly of Sprite's new launch of bringing the culture . Two 30-second commercials, called ". Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. 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. Thirst is everything. "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . Each can is branded with inspirational quotes by one of their favorite musicals artist. 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. In our premier episode, we examine the Sprite campaign that changed it all. Write by: . Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. The 90s had all of the world sprung on hip hop. . The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. what meal should he have with his Sprite. 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. Part of Sprite's "Obey Your Thirst" campaign of the late 1990s. 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 brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. are nothing. Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. Our purpose is to refresh the world and make a difference. 1:00. Only Sprite. They were family. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. - 1 day 3 hours ago, By 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. 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. 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. a long-time employee of Lowe & Partners. 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. Smooth, are just a few who did Sprite commercials like this. 21. Luckily, their mother has two . It (actually) sucks for Macklemore. 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. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. - 2 days 23 hours ago. age groups. Lymon was also out of the window, as they moved away from marketing taste and towards marketing attitude. For St. Ides, hip-hop was the brand campaign. We want the community to interpret and define it in their own unique way. Brandon Langevin St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. 18. unknown. 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. 12, 2015. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. 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. Check out the "Obey Your Thirst" campaign here. - They revitalized the Obey Your Thirst campaign with Drake in 2010 and paid homage to the greatest lyricists in rap with the Obey Your Verse campaign featuring iconic rappers and cans with classic lyrics in 2015. The aim was to represent their understanding of the genre and in turn the community. 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. 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. When rating the advertisements, ninety-three percent of 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. "Thirst for Yours" kicks off with a media event and panel in Los Angeles, where several hip-hop celebrities will discuss how Sprite helped their careers. In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. It was one of the first national TV ads to feature a rapper. radio advertisements based on the "obey your thirst" motto was proposed, At the same time breakdancing and graffiti art rose too, and the whole scene had a clear and defiant call to action, which was to tell your own story. Also the tagline sprite recycled , "Image is nothing. Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. Open . The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . 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 most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. Aspiring fashion designer Seth Giscombe stars in . The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. More recently . The distance between the borders of the ad and the words are equal. 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 . It comes in a primarily silver green, and blue can or a green transparent bottle . Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. 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. Obey Your Thirst. All Rights Reserved. have spoken on a number of different topics today. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. The client for the Coca Cola company was Sergio Zemen. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. It's an authentic brand to be a part of, and I'm glad to be able to do that.. 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. June 2019. . Aspiring fashion designerSeth Giscombe stars in Sprite ad. In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. Because it means something. Bright and shiny was traded for dark and gritty. | 8 a.m. It's something that lasted in the hood. 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. Sprite: "Obey your thirst". Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. Waldman 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. 0:44. The commercial then goes on to show Scott performing in front of a huge . 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. 2023 The DJ Booth LLC. 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. 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. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. 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. 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. short turn-around for a campaign of this proportion, a series of TV and increased roughly 9% since the introduction, especially in the younger ", In 1971, former President Ronald Reagan, then the Governor of With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . 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. As he neared conclusion, 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. Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. His inspiration for the slogan Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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 . The FADER. Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years.