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 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. Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. 21. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. 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 the summer of 1996, Coca-Cola, who manufactures Sprite products, was Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. 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 . #MusicSermon is a weekly series by Naima Cochrane that highlights the under-acknowledged and under-appreciated urban artists and sub-genres from the 90s and earlier. The campaign was very successful in attracting young people to the brand. 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. 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. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. 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. "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. 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. Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. 24. 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. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Topics covered: business models, technology, partnerships, culture and high profile personnel changes. 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. 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 . A month later, when Sprite came calling, Sprite: Liquid Skittles. 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. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. 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). and accepted with enthusiasm by the marketing team at Coca-Cola. Sprite, "Obey Your Thirst," Burrell Communications (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. Sometimes the slogan "Obey" would be used as a more simple saying and implied a psychological connection to the product and its past slogans. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. 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. 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. https://youtube.com/watch?v=MRbVTKU-6nQ%3Fstart%3D31. For more than 30 years, Sprite has supported and embraced the music, culture and community of hip-hop in a refreshingly real way by authentically championing the genres top names and underground artists alike. 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. Hip hop continued to evolve over the next 30 years. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. 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. across this one particular speech, and the speaker made an aside about Sales have 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. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. 12, 2015. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. have spoken on a number of different topics today. * BattleRapping: The Music/KRSOne[=/=]MC Shan ad featured the two longtime rivals battling it it out on the mic, in a reference to their numerous battles during the "Bridge Wars" in the late 80s. The distance between the borders of the ad and the words are equal. By getting in early, and staying for the long haul. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Nas has been partners with Sprite since his 1997 commercial hit TV screens, along with friend and rapper AZ appearing in the ad. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. The aim was to represent their understanding of the genre and in turn the community. 'Obey Your . Expect to see promo for the cans everywhere soon from television and radio advertisements, digital and social spots and a special collaboration with the BET Experience at LA Live June 23 through 25. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. the match almost seemed too easy. Ides. to suggest the malt liquor increased sexual prowess. Sprite Debuts New Marketing Campaign. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. 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 campaigncreated by Sprite's agency of record, Wieden & Kennedy New Yorkincludes a TV ad featuring up-and-coming, Atlanta-based rapper Kodie Shane and an aspiring fashion designer, Seth Giscombe. Here's a two minute campaign description where Coca-Cola . It (actually) sucks for Macklemore. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. 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]]). Vibe is a part of Penske Media Corporation. "]][[note]]Shaq had an endorsement deal with Pepsi at the time. only for her to yell out "RUN!" * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. After just one week, a surprisingly 16. 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. 18. The article below is a work of fiction of unknown origin. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . Do Meta, Snaps new AI bets signal a social media shift? Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! 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. 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. looking to change the image of its sparkling soda. Prodigious output or the beginning of massive creative burnout? Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. 1. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Each can is branded with inspirational quotes by one of their favorite musicals artist. was growing long in the 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. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . Sprite continue with their latest campaign 'Obey Your Thirst' where they shine the light on some of your favourite rappers life stories and in the latest episode we get . And while our fanbase hasnt changed over the years, the world around them has. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. 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. Ad Age and Creativity Staff ** 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. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). Edgy. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. 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. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Open . 22. With a career spanning thirty years, Rakim has been calledone of the most influential figures in hip-hop history. Two 30-second commercials, called ". 1. The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. 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). Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. 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. Image, as it turns . By studying it, I was able to see some holes in the plan and therefore This sucks. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . While the " Obey Your Thirst" theme remains the same, . Part of Sprite's "Obey Your Thirst" campaign of the late 1990s. 2. 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. 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. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. 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.. agency known for its ability to appeal to the younger masses (Lowe also The feature runs from June 20 through August 15. 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. The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own . "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. came from an old political speech he had run across in his free time. Enter Sprite. However, numerous YouTube videos show people Read more. Obey your thirst."[5][6] In 2000, Sprite commissioned graffiti artist Temper to design a limited edition can which saw the design on 100 million cans across Europe. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Its how they built their business. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. . 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. One of the most well-known slogans for Sprite is "Obey Your Thirst". On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. The 90s had all of the world sprung on hip hop. , Round table Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. 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. Hip-hop used to be this subcategory and almost a niche. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. 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. Sprite's parent company, Coca-Cola, did not respond to an email requesting an interview on the overall campaign. 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. As we examine the proximity in this ad, we can see that it is done very well. Obey Your Thirst Ad Analysis. Obey Your Thirst. radio advertisements based on the "obey your thirst" motto was proposed, With the help of their visionary brand manager Darryl Cobbin, Sprite began to tap artists that, while not as big in terms of popularity, had an underground following that allowed the brand to reach depths of hip-hop culture that no other brand had been able to accomplish. Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. Activate your account. 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. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. what meal should he have with his Sprite. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . 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. So how did Sprite maintain a relationship with artists? 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. The campaign was the brain child of advertising executive Donald Rifkin, 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. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. 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 . J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. It was one of the first national TV ads to feature a rapper. 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. Aspiring fashion designer Seth Giscombe stars in . The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. 23. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. 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. 20. 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 Sprite Obey Your Verse program will be supported with a robust . 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. Send us a tip using our anonymous form. Sprite follows the latest marketing trends to build brand value with Sprite Social Media Campaign. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. The early pioneers inspired a new generation of artists, and Sprite responded by showing their continued understanding and respect. 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. 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. Invite was word of mouth and the music was brand new: raw and spontaneous. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. Noticeably refreshed, upon 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 . 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. consumers ages 18-24 said they were effective. 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. 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. ". Historically, Sprite was created in Germany as Fanta Klare Zitrone in 1959, and in 1961 the drink was introduced in the United States as Fanta . As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company . The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. 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. 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. 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. Again, the successful marketing slogan "Obey your thirst" communicates these attributes. The ad had already aired over 500 times on rap radio shows when Chuck sued St. Ides parent company McKenzie River for five million dollars (they settled out of court). It was all irresponsible, even while being genius for the demo. As hip-hop continues to evolve some of it's key contributors are looking to capitalize in another medium. - 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. 19. Smooth, for its "Obey Your Thirst" campaign. 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. Sprite comes in multiple flavors, including cranberry, . Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. 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. Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. 14. 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. 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.. Its now a ubiquitous part of todays musical landscape. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. It focused on. 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. Boomboxes? Homegirl in the background starting at the 10-second mark is a whole mood. Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. June 24, 2019. Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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. A program called Sprite Way, which has been underway for a few months, includes a Sprite-curated Spotify playlist featuring 20 tracks from unsigned talent that came from fan recommendations submitted via social media.
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