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. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . The 90s had all of the world sprung on hip hop. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. 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. [Chorus] Still pourin' syrup, dirty Sprite, obey your thirst (Raw) Saditty, pretty bitch, got my weed in her purse-purse (Ooh . 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. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! We cover it all. 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. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Fresh Lemon Lime Taste! The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Sprite Salutes Hip-Hop With 'Obey Your Verse'. The feature runs from June 20 through August 15. 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. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). Reagan paused briefly to take a sip of water. 2023 Vibe Media, LLC. Bright and shiny was traded for dark and gritty. Our purpose is to refresh the world and make a difference. The word was spreading fast. 23. Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. ". Contests begin on June 20th. It comes in a primarily silver green, and blue can or a green transparent bottle . ** 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. Now we were in the studio; a fly on the wall for freestyle sessions. https://youtube.com/watch?v=MRbVTKU-6nQ%3Fstart%3D31. 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. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. 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. Sprite comes in multiple flavors, including cranberry, . Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer For St. Ides, hip-hop was the brand campaign. The outcome of this series was the Obey Your Thirst campaign. Buzz60. . Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. 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. We wanted to pay respect to the music and the culture. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was It sucks for hip-hop fans. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Sprite. 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. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was The campaign was also famous for producing several Hip-Hop . 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. 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. It's an authentic brand to be a part of, and I'm glad to be able to do that.. 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. 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. It was one of the first national TV ads to feature a rapper. Isaiah Rashad - Obey Your Thirst (Episode 4) . We want to hear from you! The brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. The campaign was the brain child of advertising executive Donald Rifkin, I Like the Sprite In You. 2023 The DJ Booth LLC. The lemon-lime soda is shelving its Obey Your Thirst tagline, which debuted in 1994, for Thirst for Yours. But the update is about more than tweaking a few copy lines. Aspiring fashion designerSeth Giscombe stars in Sprite ad. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. to remember one thing, and only one thing, it should be this: Speeches The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own . one of the most influential figures in hip-hop history. If so, this article is for you! We want the community to interpret and define it in their own unique way. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. As an Amazon Associate, I earn from qualifying purchases. the match almost seemed too easy. 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. The Sprite bottle is centered perfectly in this picture. * SurprisinglyRealisticOutcome: A common theme throughout the ads. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. View Sprites Obey Your Verse cans with Tupac, Missy Elliot and J. Coles lyrics below: https://twitter.com/Sprite/status/743088203515580417, Melle Mel: 'No One Wants To Rap Like Kendrick Lamar & Eminem', Fivio Foreign Asks Fans To Pray For Him After Missing Rolling Loud California, Playboi Cartis Rolling Loud Set Paused Due To Unruly Crowd: Its An Emergency, Nicki Minaj Launches Her Own Record Label and Unveils Roster, Don Toliver Recalls Kanye West Giving Him Some Important Advice, Dave East On The Maturation Of His Brand: 'Shit That Used To Excite Me Doesn't Anymore', Mistah F.A.B. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. , Round table While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. 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. Edgy. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. They were family. Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. 15. Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. Now, Sprite continues the saga, based on its Obey Your Thirst slogan, and has chosen 16 more words of inspiration for Hip Hop fans nationwide. 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.. Nas spoke highly of Sprite's new launch of bringing the culture . Image, as it turns . The billion dollar Coca-Cola brand is introducing a new campaign from agency Translation this week, which carries the tagline "For The Thirsty." The effort is a nod to "Obey Your Thirst," the long . In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. 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. 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. Sales were down. The Yours in Thirst for Yours is intentionally open-ended, he explained. Check out this great listen on Audible.com. | 2 p.m. 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 was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. When did the sprite Obey Your Thirst commercial come out? * SpiritualSuccessor: The hip-hop themed ads for the "Obey Your Thirst" campaign were a continuation of the late-80's-early-90's hip hop commercials from Sprite's previous campaign, "I Like The Sprite In You". 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. The commercial was directed by Spike Jonze. The commercial then goes on to show Scott performing in front of a huge . In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. unknown. I chanced The new "Thirst for Yours" campaign follows more than three decades of the soft drink's tie-ins with hip-hop, and it replaces the brand's long-running, hip-hop-connected "Obey Your Thirst" campaign, which promoted self-expression and individuality. * 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. Thirst is everything. of the agency Lee Garfinkel along with the Creative Directors C.J. Yes, Scream 6 Marketing Is Behind the Creepy Ghostface Sightings Causing Scares Across the U.S. Beer Drinkers Cut Back as Bud Brewer AB InBev Raises Prices, ESPN wants to be the hub of all live sports streaming even if it helps its competition, How the Evolution of Commerce is Shaping Retailers' Digital Advertising Strategies, Mastering Agency Profitability with Megan Bowen, COO of Refine Labs, Hit Subscribe: How Creative Subscriptions Are Changing the Marketing Game, The Ultimate Guide to Scaling Your Agency: Roundtable Discussion, Campaign Trail: Levis tells The Greatest Story Ever Worn in cinematic fashion, Toyota, Yahoo partner for AR-powered car shopping experience, Guinness rewards epic toasts this St. Patricks Day, Bose works to boost gender parity in music production, Coca-Cola brand Sprite on Thursday launched a multiyear "Thirst for Yours" campaign that will highlight musicians, designers, artists, photographers and others in hip-hop culture, according to, The campaign includes TV spots, social media and influencer content, outdoor ads and in-person experiences. Sprite Debuts New Marketing Campaign. 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. 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 . Each can is branded with inspirational quotes by one of their favorite musicals artist. 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. 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. 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. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. 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. increased roughly 9% since the introduction, especially in the younger We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. 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. ET, Webinar Check out this great listen on Audible.com. The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . By E.J. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . 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. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. So Sprite contacted Lowe & Partners/SMS, a New York based advertising Joker-big joker in the dick, you just a little spade (Damn), ayy. Obey Your Thirst. June 2019. 'Obey Your . In the 80s, Sprite was languishing behind competitor 7Up when parent company Coca-Cola decided to focus on the youth market, and the quickly growing hip-hop culture was part of the strategy. The. As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company . 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. Smooth, are just a few who did Sprite commercials like this. ", In 1971, former President Ronald Reagan, then the Governor of Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. Invite was word of mouth and the music was brand new: raw and spontaneous. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. 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 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. Its now a ubiquitous part of todays musical landscape. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". "Being an MC, we try to be cool about what we do," Rakim, who appeared in an early-2000s Sprite radio ad and was featured in the 2015 "Obey the Verse" collection . Obey Your Thirst Ad Analysis. Hip-hop used to be this subcategory and almost a niche. Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. By The program, which also includes a podcast series, will eventually lean into other areas where the brand has a credible voicefrom sports to social issues, Richard Toranzo, who oversees social media for Sprite, stated in a recent corporate blog post. 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). Vibe is a part of Penske Media Corporation. Also the tagline sprite recycled , "Image is nothing. 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. The words "obey your thirst" are placed at an equal proximity to each side of the ad. A promotion for the brand's new logo has also been . The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. 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. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. 2. "We were looking for something hip, something fresh, something Sprite announced on Friday that it would tweak its "Obey Your Thirst" campaign to celebrate well-known lyrics by rappers. In our premier episode, we examine the Sprite campaign that changed it all. 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. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. Ever heard that catchy slogan for Sprite? In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. 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. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' Another newer slogan used for Sprite is "Freedom From Thirst". Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. 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. was growing long in the 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. 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. For the Thirsty! Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. 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. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. somewhere, so I jotted it down. Aspiring fashion designer Seth Giscombe stars in . The effort dubbed "Obey You" includes a series of 20 films, where the voice behind the camerathe voice of Spriteencourages teens and young adults to stay true to themselves in any situation of life .
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