and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . 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 . 0:44. They were family. A Campaign to Remember - Adweek 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). New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. Sprite Re-Introduces Obey Your Verse Lyrical Collection with Three New * 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". While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. Published on June 20, 2019. And while our fanbase hasnt changed over the years, the world around them has. 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 . ** 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. 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.. W)taps - W)taps BLUES SKINNY TRASH by Hiro's shop Among all consumers who (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). 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. Sprite Spotlights Rising Hip-Hop Artists In Its New 'Thirst for Yours By studying it, I was able to see some holes in the plan and therefore When rating the advertisements, ninety-three percent of How Big is a Red Bull Can in Inches? * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. Here's a two minute campaign description where Coca-Cola . The new sprite commercial features rapper Travis Scott. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . What Is Cool? 1994 Sprite Obey Your Thirst TV commercial Agency New York. The campaign was also famous for producing several 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. Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. Check out this great listen on Audible.com. We want to hear from you! Adrianne Pasquarelli The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. 15. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. 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. Sprite Revamps "Obey Your Verse" With Tupac, Missy Elliott - HipHopDX But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' Obey Your Thirst campaign was indeed created by the advertising agency 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. 3:12. But in the early 90s, the genre was far from Madison Avenue-friendly. 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. ", In 1971, former President Ronald Reagan, then the Governor of The album featured 100 Bottle Bags, a direct criticism against malt liquor companies marketing specifically to urban communities but they dont sell that sh*t in the white neighborhoods. Shortly after the release, St. Ides found itself in Chuck Ds crosshairs, and he fired the first in a series of big shots against the brand, marking the beginning of the end of their love affair with hip-hop. Drake - Obey Your Thirst (Official Trailer) The FADER. The multi-year platform will spotlight tastemakers and innovators musicians, designers, artists, photographers and more who are shaping the future of hip-hop culture through both their craft and creativity. http://tvtropes.org/pmwiki/article_history.php. Again, the successful marketing slogan "Obey your thirst" communicates these attributes. - 2 days 23 hours ago. Recently they also had an ad campaign out with world renown rapper, Drake. 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. a long-time employee of Lowe & Partners. In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. Another newer slogan used for Sprite is "Freedom From Thirst". particularly scorching Southern California day. 18. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. 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. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. 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. 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. Image, as it turns . Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! 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 of Sprite cans featuring iconic hip-hop lyrics, said in a2016 interview. Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Sprite: Liquid Skittles. Obey Your Thirst - American Decency In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. 12, 2015. Sprite Re-Ups Obey Your Verse Lyrical Collection with Three New 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. Welcome to UpThirst.com where we thoroughly research all types of beverages. They tapped artists not based on their popularity, but those that had an underground following and were seen as respected urban soothsayers at the time. The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. 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. [Chorus] Still pourin' syrup, dirty Sprite, obey your thirst (Raw) Saditty, pretty bitch, got my weed in her purse-purse (Ooh . Sprite's back at it with the soda cans. Sprite's Snapchat Campaign Got 2 Million Views in 2 Days: Case Study The brand was introduced in 1987 and their rap campaigns launched in 1988. We embraced that and ingrained ourselves as part of that culture," he said. In our premier episode, we examine the Sprite campaign that changed it all. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. One of the most well-known slogans for Sprite is "Obey Your Thirst". 13. These high profile celebrity figures have helped 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. Two children walk into the kitchen and say that they are thirsty. Choosing classic artists as well as current artists led to our credibility.. For St. Ides, hip-hop was the brand campaign. 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. "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 . Fresh Lemon Lime Taste! Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. 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. This company chose to join the hope side of hip hop in order to help spread a . Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . agency known for its ability to appeal to the younger masses (Lowe also 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 turns scannable bottles into tickets for virtual hip-hop 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. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. #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. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. Young Dolph - Obey Your Thirst Lyrics | Genius Lyrics There's a delicious ray of sunshine in every drop. Sales have As far as advertising goes, it was a smash success. Once again, borrowing from its history of promoting new talent, in mid-2017 cans were adorned with lyrics from the current up and coming rappers including Lil Yachty, Vince Staples, DRAM, Vic Mensa, Kamaiyah and Kap G for the "Summer Sprite Cold Lyrics Series". Ever heard that catchy slogan for Sprite? Ides. to suggest the malt liquor increased sexual prowess. It's something that lasted in the hood. Aspiring fashion designerSeth Giscombe stars in Sprite ad. As we examine the proximity in this ad, we can see that it is done very well. Obey Your Thirst Campaign Racist? | Jillian Bezner 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. If so, this article is for you! Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. Remembering Sprite and St. Ides' Rap Campaigns: Music Sermon - VIBE.com 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. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. Because it means something. knew the ads, 83% said the same. Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. Sprite 5 Campaas Publicitarias Ms Destacadas - Revista de 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. Watch the Spot: LeBron and Others Scream for Sprite in Latest Campaign In the late '80s, hip-hops stranglehold on popular culture was just beginning to take shape, and every corporate entity was trying to lock down the urban demographic,usually with incredibly corny and poorly-executed rap hijackings. across this one particular speech, and the speaker made an aside about By the late '80s, hip-hops influence on popular culture was taking shape but was often misunderstood by those wanting to lock down the urban demographic. Sprite highlights hip-hop culture with 'Thirst for Yours' campaign . 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. It featured full-length songs about getting twisted off the malt liquor from Ice Cube, Wu-Tang Clan, Scarface, MC Eiht, Snoop Doggy Dogg, and Nate Dogg. 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. A month later, when Sprite came calling, 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. "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. Obey Your Thirst | COMM 130 Visual Media The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". ** 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. In the summer of 1996, Coca-Cola, who manufactures Sprite products, was "Obey Your Thirst" had more recent expressions, as well. Sprite had also succeeded in becoming an official and established part of the culture. 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. 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. Its a Natural! Do Meta, Snaps new AI bets signal a social media shift? Before the Sprite "Obey Your Thirst" campaign, Hip-Hop in advertisements was perceived as "corny". It (actually) sucks for Macklemore. Erica Sweeney With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. Aliz and Hennessy, anyone? Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . 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 Sprite Obey Your Verse program will be supported with a robust integrated marketing campaign, including TV, outdoor, radio, digital, social and in-store advertising. New Sprite Campaign Features Drake Lyrics on Cans | Vanity Fair The Snoop and Nate track is low key a jam, still. Nas has been partners with Sprite since his 1997 commercial hit TV screens, along with friend and rapper AZ appearing in the ad. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. The Spark marks its first major campaign for Sprite in the US. After having production completely shut down for a short while and getting hit with heavy fines, St. Ides tried to clean up its act, adding drink responsibly messaging into the spots. Sprite Seedhi Baat baki sab bakwas-Indian Campaign. Bertini. 0:30. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. Sprite: Thirst For Yours | Wieden+Kennedy came from an old political speech he had run across in his free time. ". and accepted with enthusiasm by the marketing team at Coca-Cola. The FADER. Obey your thirst," one of Sprite's early repositioning taglines from Lintas & Partners, served as a sly wink at the role the brand's ads played in reviving its fortunes. Noticeably refreshed, upon The Crooked I capitalized on that. Sales were down. Sprite kicks off BET Awards weekend with 'Thirst for Yours' campaign Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns The early pioneers inspired a new generation of artists, and Sprite responded by showing their continued understanding and respect. E.J. The documentary series is part of a new "Obey Your Thirst" campaign, which also involves the production of limited-edition soda cans featuring the lyrics of the Notorious B.I.G., Drake, Nas, and Rakim. unknown. His inspiration for the slogan Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. Sprite Branding Elements - SlideShare In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Boomboxes? The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Sprite Urging Youth to Obey Themselves in a New Series of Ads 'Obey Your . 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]]). Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. Sprite and Hip-hop A Union Based on Urban Authenticity - The Coca-Cola Whenever I see Sprite's slogan"Obey your thirst!"I think of Jesus' words to those He was preaching to during what is commonly known today as The Sermon on the Mount. 1:00. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. The 90s had all of the world sprung on hip hop. We cover it all. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. The son notices and screams out "Mom!" Sprite Launches "Obey Your Verse" Campaign With Drake - HYPEBEAST By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. 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 . was growing long in the The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. 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. 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. increased roughly 9% since the introduction, especially in the younger . As a hip-hop head, I was all over it. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. 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. Obey Your Thirst: How a Soda Company Changed Hip-Hop - DJBooth There's Sprite at the cookout | The Outline 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. 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 . I felt that I could use it With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. The preppie. June 24, 2019. age groups. California, was addressing a gathering of the Boy Scouts of America on a Sprite Debuts New Marketing Campaign. How The Sprite "Obey Your Thirst" Campaign Changed Advertising that would appeal to the younger generation," stated Coke spokesman Bob 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: Obey Your Thirst, and Your God - Nomos Journal Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . Sprite Spotlights Hip-Hop Tastemakers with "Thirst for Yours" - News the match almost seemed too easy. Buzz60. "I just love looking through artifacts of political history. 2023 The DJ Booth LLC. old campaign of "I like the Sprite in you!" The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. 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. We wanted to pay respect to the music and the culture.
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