The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. 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.. | 8 a.m. 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. Recently they also had an ad campaign out with world renown rapper, Drake. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. 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 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. The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. 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 . I felt that I could use it February 27, 2023 equitable estoppel california No Comments . This sucks. It (actually) sucks for Macklemore. 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. 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 better or for worse. 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 . In a turn of events too . On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. Reagan paused briefly to take a sip of water. 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, * 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. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. For St. Ides, hip-hop was the brand campaign. It's authentic.. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. Also, this was catchy as hell. Two children walk into the kitchen and say that they are thirsty. Bright and shiny was traded for dark and gritty. When did the sprite Obey Your Thirst commercial come out? One ad had a teenaged boy wearing a pair of baggy jeans, a puffy coat and boots with loose laces at a mall to be cool. 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. 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. Stefan Miller, senior brand manager at Sprite, says the idea is to recapture the magic of the brand's 'Obey Your Thirst' campaign, which promoted self-expression and individuality. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. I Like the Sprite In You. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. Our purpose is to refresh the world and make a difference. Erica Sweeney You may unsubscribe at any time. Sprite: Liquid Skittles. 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. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. 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. June 2019. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac 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. Check out the "Obey Your Thirst" campaign here. 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. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! The words "obey your thirst" are placed at an equal proximity to each side of the ad. Homegirl in the background starting at the 10-second mark is a whole mood. The client for the Coca Cola company was Sergio Zemen. 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 . 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. 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. 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. Look no further. The Spark marks its first major campaign for Sprite in the US. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. 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. 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 es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. "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. She is best known for her work on Black Panther, Fruitvale Station and Mudbound, the latter of which solidified her as the first female nominee within the Best Cinematography category at the Academy Awards. I wanted to usher in a real authenticity in terms of hip-hop in advertising. "We were looking for something hip, something fresh, something Explore our Purpose & Vision, History and more. 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. Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . Waldman Sprite and The Fader have a history that dates back to the mid-1990s, when Fader co-founder Rob Stone worked on the brand's "Obey Your Thirst" campaigns in its early years. The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . However, numerous YouTube videos show people Read more. 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 Debuts New Marketing Campaign. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. Buzz60. A month later, when Sprite came calling, (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). 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. Sprite Seedhi Baat baki sab bakwas-Indian Campaign. 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. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. The actual unknown. Sales have Having a heavyweight like him is important to the program.. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. 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. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' Its now a ubiquitous part of todays musical landscape. 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. Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). 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]]). . But as the idea took off and expanded, it became stronger based on one thing: authenticity. 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. It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. Sprite is shifting gears as the brand posts solid sales results. 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. 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. 2. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. 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 . 2023 Vibe Media, LLC. * SurprisinglyRealisticOutcome: A common theme throughout the ads. So how did Sprite maintain a relationship with artists? 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 . crowd. 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. 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. Schultz. (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own . 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). of the agency Lee Garfinkel along with the Creative Directors C.J. Fresh Lemon Lime Taste! In our premier episode, we examine the Sprite campaign that changed it all. By E.J. "I just love looking through artifacts of political history. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. It was all irresponsible, even while being genius for the demo. All Rights Reserved. Choosing classic artists as well as current artists led to our credibility.. 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 campaign was very successful in attracting young people to the brand. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. By studying it, I was able to see some holes in the plan and therefore We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. Sprite Salutes Hip-Hop With 'Obey Your Verse'. As he neared conclusion, 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. Part of Sprite's "Obey Your Thirst" campaign of the late 1990s. Welcome to UpThirst.com where we thoroughly research all types of beverages. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. The distance between the borders of the ad and the words are equal. With the great Read more, Orange juice does not cause mucus and phlegm, in fact, it has been shown in some studies to actually help Read more, Are you curious to know if the taste of Coca-Cola varies around the world? Smooth, for its "Obey Your Thirst" campaign. During this time the slogan was changed to 'Obey Your Thirst.' Before the decade was over, the commercials, both on television and radio, would end with someone dramatically saying "Image . 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: "Obey your thirst". 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. | 2 p.m. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. We want the community to interpret and define it in their own unique way. These high profile celebrity figures have helped 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.. The messages the artists were communicating was often overlooked by the bold style and image. The. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. Two 30-second commercials, called ". 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. 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. [Chorus] Still pourin' syrup, dirty Sprite, obey your thirst (Raw) Saditty, pretty bitch, got my weed in her purse-purse (Ooh . Our core fanbase of 13-to 24-year-olds cares deeply about artists who are not only talented, but also cultural curators and arbiters who are making a mark on the world, said Aaliyah Shafiq, group director, Sprite. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. I chanced It sucks for Kendrick Lamar. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. We want to hear from you! 23. 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]]). The campaign was also famous for producing several Hip-Hop . Were toasting to the good life with premium brands, some of which are now owned by the artists. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company . As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. The new campaign, christened "Obey Your Verse . Nas spoke highly of Sprite's new launch of bringing the culture . The TV spot will debut during Sundays broadcast of the BET Awards. girl in sprite commercial. Because it means something. 1:00. By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. Sprite realised this dating back to the 1980s and in hip-hop, there was a power of creativity in this new form that was really resonating with the population. . The Crooked I capitalized on that. We cover it all. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . 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. 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. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? The Snoop and Nate track is low key a jam, still. 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. 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. 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. Write by: . In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Among all consumers who 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. Music is important and plays a role in all of our lives," said Bobby Oliver, director of Sprite & Citrus Brands,Coca-ColaNorth America at the time. - 2 days 23 hours ago. 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. Prodigious output or the beginning of massive creative burnout? 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 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 . Are you a print subscriber? By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. Now a whole three decades later, Sprite continues to revolutionise the hip-hop industry by launching a 16 limited-edition package design that will pay homage to some of the most respected lyricists of all time. Tupac The gift of speech the power to reach from When We Ride offAll Eyez On Me. 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. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. Get the Right Sprite. 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. ET, Webinar 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. 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). The FADER. 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 relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. Published on June 20, 2019. Boomboxes? handles the entire Reebok campaign). 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. radio advertisements based on the "obey your thirst" motto was proposed, It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. 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. Sprite had also succeeded in becoming an official and established part of the culture. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. As a hip-hop head, I was all over it. age groups. 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. 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. was growing long in the The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. 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.