1. Hip-hop used to be this subcategory and almost a niche. agency known for its ability to appeal to the younger masses (Lowe also Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. In the commercial, Puba fist-bumps Large Professor and says the line, First things first: Obey Your Thirst.Its speculated that Puba ad-libbed this line in rehearsals, yet the potency was so clear that Obey Your Thirst became Sprites tagline off and on to this very day. Recently they also had an ad campaign out with world renown rapper, Drake. It (actually) sucks for Macklemore. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). Write by: . It was all irresponsible, even while being genius for the demo. tooth, and worse, wasn't catching on with the growing "Generation X" 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.'' 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. The brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . The commercial then ends. ", In 1971, former President Ronald Reagan, then the Governor of Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. The Sprite bottle is centered perfectly in this picture. 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. knew the ads, 83% said the same. Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. 21. 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . It took Afrika. Contests begin on June 20th. . In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. a long-time employee of Lowe & Partners. "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . Two commercials shot in the reigning home of both hip-hop and Sprite Atlanta The Artist (:30) and The Empire (:30) chronicle the journeys of an ambitious young rapper and fashion designer from everyday life to superstardom as their dreams become a reality, said Dipal Shah, director, integrated marketing communications (IMC), Sprite. As far as advertising goes, it was a smash success. In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". These high profile celebrity figures have helped 12, 2015. 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). The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. 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. 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. increased roughly 9% since the introduction, especially in the younger 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. 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 are not content to just rest on our laurels.. On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. 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. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. 1:00. 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 campaign was very successful in attracting young people to the brand. Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. By E.J. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. 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. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Noticeably refreshed, upon In November 2018, Sprite unveiled its "Get Vocal" campaign, urging fans to discuss issues that matter to them, thus adding a purpose-driven element to the brand's long-running campaign. We embraced that and ingrained ourselves as part of that culture," he said. age groups. As an Amazon Associate, I earn from qualifying purchases. Sprite's back at it with the soda cans. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. 2023 Vibe Media, LLC. that would appeal to the younger generation," stated Coke spokesman Bob For St. Ides, hip-hop was the brand campaign. 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. Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. 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.. In a turn of events too . Edgy. 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. 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. Joker-big joker in the dick, you just a little spade (Damn), ayy. All Rights Reserved. Sprite Salutes Hip-Hop With 'Obey Your Verse'. Aspiring fashion designer Seth Giscombe stars in . This company chose to join the hope side of hip hop in order to help spread a . HE COCA-COLA Company recently relaunched its "Obey Your Thirst" campaign for its lemon-lime soft drink, Sprite. The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. A month later, when Sprite came calling, The Snoop and Nate track is low key a jam, still. The feature runs from June 20 through August 15. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! . Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. To deepen their street cred, Sprite went on to collaborate with artists like KRS-One, A Tribe Called Quest, Nas, AZ, Pete Rock and CL Smooth, a move that resulted in an invaluable cool factor for the brand. 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. across this one particular speech, and the speaker made an aside about By studying it, I was able to see some holes in the plan and therefore Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. 24. His inspiration for the slogan Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. As he neared conclusion, St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. 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. Hip hop continued to evolve over the next 30 years. The Yours in Thirst for Yours is intentionally open-ended, he explained. The outcome of this series was the Obey Your Thirst campaign. 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 . 'Obey Your . The campaign was successful, but in the early '90s, as brands like 7-Up began to offer more competition, Sprite doubled down on their relationship with hip-hop. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. They were family. Mediante la publicidad se ha logrado 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. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. Because it means something. 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. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. It was one of the first national TV ads to feature a rapper. 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 . During this time the slogan was changed to 'Obey Your Thirst.' Before the decade was over, the commercials, both on television and radio, would end with someone dramatically saying "Image . The campaign was also famous for producing several Hip-Hop . This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. 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. 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 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]]). Sprite has a long history with Hip Hop from its 1986 commercial with Kurtis Blow to its current collaborations with Drake, Vince Staples and Isaiah Rashad. 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. Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . and Rakim on packaging Jun. It comes in a primarily silver green, and blue can or a green transparent bottle . Boomboxes? By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. 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. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. - 1 day 3 hours ago, By Ad Age and Creativity Staff Obey Your Thirst campaign was indeed created by the advertising agency Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. only for her to yell out "RUN!" ** 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. | 8 a.m. June 24, 2019. 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 . 16. Waldman The preppie. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. 19 hours 58 min ago, By old campaign of "I like the Sprite in you!" 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. The campaign was the brain child of advertising executive Donald Rifkin, Missy Elliott I wont settle for less from Hot Boyz offDa Real World, Missy Elliott Cause the beats so cold from WTF single, Missy Elliott Me Im supa fly, supa dupa fly from The Rain (Supa Dupa Fly) fromSupa Dupa Fly, Missy Elliott How they do it where you from? from WTF single, Missy Elliott Talk with it, walk with it, Im no gimmick from 9th Inning single, J. Cole Goodbye to the bottom, hello to the top from Grown Simba single, J. Cole Love Yourz from Love Yourz off 2014 Forest Hills Drive, J. Cole We aint picture perfect, but we worth the picture still from Crooked Smile offBorn Sinner, J. Cole I got a dollar and a dream from Dollar and a Dream III offCole World: The Sideline Story, J. Cole You gotta dream like you never seen obstacles from The Autograph offFriday Night Lights. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. Brandon Langevin Bright and shiny was traded for dark and gritty. 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. While the " Obey Your Thirst" theme remains the same, . But as the idea took off and expanded, it became stronger based on one thing: authenticity. 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. This seasons bars come from Tupac, Missy Elliott and J. Cole. . In fact, in 1994, the brand did turn the hottest of the joints into an album, with the St. Ides promotional mixtape dropping at your neighborhood liquor store. How Big is a Red Bull Can in Inches? Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. "Obey Your Thirst" had more recent expressions, as well. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. The We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. 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. Drake - Obey Your Thirst (Official Trailer) The FADER. 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. 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. 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. 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. and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . 2. The messages the artists were communicating was often overlooked by the bold style and image. "Sprite has always been incredibly focused on putting our community at the forefront. Adrianne Pasquarelli radio advertisements based on the "obey your thirst" motto was proposed, 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. 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. Pooh lined up a veritable whos who of additional West Coast rappers over the years, including Geto Boys, Cypress Hill, Warren G, Snoop and Tupac; plus the thorough-est from the East, including Eric B and Rakim, Wu-Tang Clan, Biggie and EPMD. 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. The brand was introduced in 1987 and their rap campaigns launched in 1988. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. 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. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. As a hip-hop head, I was all over it. 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. 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. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' One ad had a teenaged boy wearing a pair of baggy jeans, a puffy coat and boots with loose laces at a mall to be cool. 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. We cover it all. 17. Taps The Game & Larry June For New Album March Motion, EST Gee Shares Harrowing Trailer For His Upcoming New Project, Mad, Chris Brown Fans Blast Activist Who Claimed Singer Mocked Disabled People, Papoose Reveals He Was Supposed To Work With Nipsey Hussle Before His Death. California, was addressing a gathering of the Boy Scouts of America on a Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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. Ever heard that catchy slogan for Sprite? Asked why the brand is risking tinkering with its marketing now, Aaliyah Shafiq, group director for Sprite, says, This is a way for us to truly accelerate that momentum. 22. An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. This approach could help Sprite forge more authentic connections with these young consumers. Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. A promotion for the brand's new logo has also been . Nas spoke highly of Sprite's new launch of bringing the culture . 1. It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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. Sales were down. Erica Sweeney 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.. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns and Todd Godwin; their inspiration for this brilliant campaign is Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. In 2015, the "Obey Your Verse" lyrical collection included 16 limited-edition cans with lyrics from hip-hop artists like Drake, The Notorious B.I.G., Nas and Rakim. what meal should he have with his Sprite. 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 lyrics from Sprites second Obey Your Verse campaign are as follows: Tupac Embrace my words make the world change from Scarfaces Smile offThe Untouchable, Tupac Ill learn from mistakes and try 2 achieve again fromIf I Failpoem, Tupac Please wake me when Im free from Wake Me When Im Free offThe Rose That Grew From Concrete Vol. came from an old political speech he had run across in his free time. For better or for worse. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. 20. As we examine the proximity in this ad, we can see that it is done very well. As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company . consumers ages 18-24 said they were effective. We want the community to interpret and define it in their own unique way. Send us a tip using our anonymous form. Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. The son notices and screams out "Mom!" ** 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. thirst that absolutely just stuck in my head. The aim was to represent their understanding of the genre and in turn the community. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens.
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