Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. June 24, 2019. Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. Pusha Ts Nosetalgia is perfection. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. A month later, when Sprite came calling, 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. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. 2023 The DJ Booth LLC. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. 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). - 2 days 23 hours ago. 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Vibe is a part of Penske Media Corporation. This kind of authentic engagement with Sprite drinkers and hip-hop fans can deepen the brand's connection to hip-hop culture, which began in 1986 and continued through its long-running "Obey Your Thirst" campaign. 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. that would appeal to the younger generation," stated Coke spokesman Bob and Rakim on packaging Jun. The word was spreading fast. This is evident in their wide-ranging appeal, using music and pop culture icons to urge consumers to "obey their thirst" and experience the refreshing taste of Sprite regardless of their skin color, language, or background.Ultimately, the "Image is nothing, taste is everything, obey your thirst" slogans are important because they encourage . However, numerous YouTube videos show people Read more. 0:30. In the beginning it was simple: matching a drink to a bold, youthful movement. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. "]][[note]]Shaq had an endorsement deal with Pepsi at the time. 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. Do Meta, Snaps new AI bets signal a social media shift? Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Homegirl in the background starting at the 10-second mark is a whole mood. Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. 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 new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. 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. Obey Your Thirst Ad Analysis. Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. Now we were in the studio; a fly on the wall for freestyle sessions. The Yours in Thirst for Yours is intentionally open-ended, he explained. 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. 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. The son notices and screams out "Mom!" 19. Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Drake - Obey Your Thirst (Official Trailer) The FADER. 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. Waldman Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. There's a delicious ray of sunshine in every drop. 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. By 96 the run was over. But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. The commercial then goes on to show Scott performing in front of a huge . The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". 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. Were toasting to the good life with premium brands, some of which are now owned by the artists. 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. We want the community to interpret and define it in their own unique way. Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. Subscribe to Marketing Dive for top news, trends & analysis, The free newsletter covering the top industry headlines, By Peter Adams, Jessica Deyo and Sara Karlovitch , Alchemer Launches Alchemer Workflow the Fastest, Easiest, Most Effective Way to Close the Fe, Slate receives $5.5M in Seed Funding to Continue Transforming the Future of Social Content Cre, Dream.it.com: domain registry it.com showcases how to stand out online in a creative project f, Interface Unveils New Brand Identity to Reinforce Customer-Focused Innovation, By signing up to receive our newsletter, you agree to our, By The campaign was also famous for producing several Hip-Hop . (But at least its ranked near the bottom; #97.). 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. 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. It sucks for Kendrick Lamar. By 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. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . A promotion for the brand's new logo has also been . age groups. radio advertisements based on the "obey your thirst" motto was proposed, Topics covered: business models, technology, partnerships, culture and high profile personnel changes. It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. 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]]). * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. 13. In the "Grant Hill Drinks Sprite" ad, a boy drinks Sprite on a basketball court after seeing the aforementioned basketball player do so, and then tries to dunk while a voicover says, "If you want to play like the NBA stars", In another, a boy drinks sprite before fighting, One famous commercial has a young boy facing off against. Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. * 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". across this one particular speech, and the speaker made an aside about Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. returning to the microphone, he told the audience, "Now, I certainly Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. He also contributes reporting on the beverage, automotive and sports marketing industries. Isaiah Rashad - Obey Your Thirst (Episode 4) . Are you a print subscriber? 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. 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. The brand paid tribute to artists such as 2Pac, Missy Elliott, J. Cole, Drake and Rakim by decorating their cans with some of the artists most inspirational . Because it means something. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Reagan paused briefly to take a sip of water. 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. They were family. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. 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. It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. 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 has always been incredibly focused on putting our community at the forefront. 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. 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. 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 . knew the ads, 83% said the same. Prodigious output or the beginning of massive creative burnout? 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. what meal should he have with his Sprite. unknown. 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. We cover it all. Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. girl in sprite commercial. * 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. Invite was word of mouth and the music was brand new: raw and spontaneous. Schultz. With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . For St. Ides, hip-hop was the brand campaign. It focused on trying to steer consumers away from a DeconstructiveParody of the bane of materialism as well as of contemporary advertising, expressing that all their soda does is that, while drinking Sprite won't make you cool or give you superpowers, it ''will . Because it means something. For the Thirsty! Hip-hop used to be this subcategory and almost a niche. Pertenence y es producida por The Coca Cola Company. Obey your thirst (1994-1998) Launches in 1994 Sprite was a light, crisp, and refreshing beverage Sprite marketers wanted to convey that Sprite was not pretentious. 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. 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! 2023 Vibe Media, LLC. We embraced that and ingrained ourselves as part of that culture," he said. While the " Obey Your Thirst" theme remains the same, . By studying it, I was able to see some holes in the plan and therefore It focused on. 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 . With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . 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 . The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. 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. 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]]). "We were looking for something hip, something fresh, something 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. Thirst is everything. Get the Right Sprite. It was all irresponsible, even while being genius for the demo. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. Does Coca-Cola Taste Different Around the World? (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). The switch might mean the end of Sprite's " Obey your thirst" tagline, which has been in use since 1994. Sprite: Liquid Skittles. one of the most influential figures in hip-hop history. (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . Sales have As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. The actual How many of your favorite celebs have flirted with cheeseburgers? 1. Write by: . Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. In the first spot of the series with Grand Puba and Large Professor, Puba closes with First things first, obey your thirst. Its legend even within Coca-Cola that Puba ad-libbed the phrase that then became the brands tagline that remains to this day. In 1991, the Wall Street Journal listed the St. Ides ad campaign among one of the worst of the year, which probably didnt matter at the time since WSJ readers werent St. Ides base. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' Fresh Lemon Lime Taste! 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. When rating the advertisements, ninety-three percent of Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. Edgy. Sprite Debuts New Marketing Campaign. The Sprite bottle is centered perfectly in this picture. The FADER. It was one of the first national TV ads to feature a rapper. 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. 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. As a hip-hop head, I was all over it. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. Ad Age and Creativity Staff Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. Published on June 20, 2019. Always remember to obey your thirst. So sorry 7UP.. Check out this great listen on Audible.com. 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. and accepted with enthusiasm by the marketing team at Coca-Cola. We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Noticeably refreshed, upon are nothing. 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. 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. . Ides. to suggest the malt liquor increased sexual prowess. 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]]). From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. As he neared conclusion, Before the Sprite "Obey Your Thirst" campaign, Hip-Hop in advertisements was perceived as "corny". Contests begin on June 20th. Here's a two minute campaign description where Coca-Cola . California, was addressing a gathering of the Boy Scouts of America on a If so, this article is for you! 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. 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. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. Included in Thirst For Yours are Atlanta rapper Kodie Shane and rising designer Seth Giscombe. Thirst is everything. The. have spoken on a number of different topics today. 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. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Open . 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TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. 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. 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. - 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. In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. 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. The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. .