Before the &qu. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac Campaign features lyrics by Drake, Nas, The Notorious B.I.G. The word was spreading fast. Do Meta, Snaps new AI bets signal a social media shift? Sprite comes in multiple flavors, including cranberry, . The campaign was also famous for producing several Hip-Hop . short turn-around for a campaign of this proportion, a series of TV and 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. [[/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. http://tvtropes.org/pmwiki/article_history.php. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. 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. Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. 16. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. Here's a two minute campaign description where Coca-Cola . This site is protected by reCAPTCHA Enterprise and the Google, Jonathan Majors Addresses Negative Ant-Man: Quantumania Reviews, A Look At Alicia Keys And John Legends Verzuz Juneteenth Celebration, Kirk Franklin And Fred Hammonds The Healing Was More Than A Verzuz Event, nut butter grinding machines at Whole Foods, groundbreaking deal between Adidas and RUN DMC, Schlitz Malt Liquor had a legendary and hilarious run of spots featuring The Commodores, The Four Tops, Teddy Pendergrass and more, Coi Leray Partners With Sprite's Limelight Global Music Program. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. what meal should he have with his Sprite. 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. June 2019. It (actually) sucks for Macklemore. 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. It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . 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. . 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. The distance between the borders of the ad and the words are equal. Hip hop continued to evolve over the next 30 years. Then, in the 90s, Sprite teamed with some of hip hop's living legends, including A Tribe Called Quest, Nas, Grand Puba and Pete Rock & C.L. http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. It focused on. Luckily, their mother has two . If so, this article is for you! It took Afrika. The son notices and screams out "Mom!" 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 . It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quench their thirst. 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. After just one week, a surprisingly Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. 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. We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. 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. Again, the successful marketing slogan "Obey your thirst" communicates these attributes. 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]]). 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. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Its a Natural! 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. 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. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. After 25 years, Coca-Cola Co.'s Sprite is moving from its "Obey Your Thirst" tagline to "Thirst for Yours" and from rap to hip-hop, AdAge . Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. So Sprite contacted Lowe & Partners/SMS, a New York based advertising 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.'' The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. 18. 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. 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. Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. California, was addressing a gathering of the Boy Scouts of America on a | 8 a.m. "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. 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. 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. 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. However, if you are By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. We want to hear from you! But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. Sprite had also succeeded in becoming an official and established part of the culture. We understand that hip-hop culture is essentially the root of everything cool and hip in culture, period, and its been commodified and appropriated within an inch of its life. 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 . 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 . Among all consumers who Stefan Miller, senior brand manager, Sprite, called Thirst for Yours a modern-day evolution of the seminal Obey Your Thirst campaign, which promoted self-expression and individuality. Obey Your Thirst campaign was indeed created by the advertising agency 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 campaign came along when hip-hop was still very much in the background. Look no further. Image, as it turns . The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. The drink was created Read more, If youre looking for the best energy drink to give you the extra boost you need, you cant go wrong Read more, Are you curious to know the size of a Red Bull can? It comes in a primarily silver green, and blue can or a green transparent bottle . 'Obey Your . Waldman Pusha Ts Nosetalgia is perfection. consumers ages 18-24 said they were effective. Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. While the " Obey Your Thirst" theme remains the same, . Aspiring fashion designerSeth Giscombe stars in Sprite ad. 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 ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. 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 Voltron (We're not joking, that actually happened). As a hip-hop head, I was all over it. 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. 2023 The DJ Booth LLC. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. . The client for the Coca Cola company was Sergio Zemen. All Rights Reserved. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. "]][[note]]Shaq had an endorsement deal with Pepsi at the time. There were two alternate endings that aired concurrently: one where he rejects him saying how he would "never do something like that" [[HypocriticalHumor right before he offers him a Sprite]] and one where he legitimately turns him down, only for the agent to then ponder "Maybe I'll call [[Creator/ShaquilleONeal that big guy in L.A.]]; [[TakeThat he'll do anything!"]]. The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. Choosing classic artists as well as current artists led to our credibility.. Were toasting to the good life with premium brands, some of which are now owned by the artists. 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. (But at least its ranked near the bottom; #97.). 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. 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. Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . ** 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. ATLANTA -- In 1986, Sprite became one of the first mainstream brands to acknowledge the cultural impact of hip-hop by creating a pioneering national television commercial featuring rapper Kurtis Blow. 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. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. 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. Its how they built their business. looking to change the image of its sparkling soda. . 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 Ultimate Guide to the Best Gatorade Flavors to Mix Together! Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. 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 preppie. The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. Let Marketing Dive's free newsletter keep you informed, straight from your inbox. Get the free daily newsletter read by industry experts. The brand will give the new campaign a push at this weekends BET Experience event in Los Angeles, where the Viacom subsidiary hosts a range of events, from music performances to fashion shows.