Sometimes the slogan "Obey" would be used as a more simple saying and implied a psychological connection to the product and its past slogans. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). As we examine the proximity in this ad, we can see that it is done very well. Sprite tapped a pair of up-and-coming artists who embody the Thirst For Yours mentality and authenticity Atlanta-based rapper Kodie Shane and rising fashion designer and current Clark Atlanta University student Seth Giscombe to star in the spots, which were directed by the award-winning filmmaker duo, We Are From L.A.Rachel Morrisonserved as Director of Photography for each spot. The actual Can you imagine the think pieces if that spot ran today? 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. 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. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. 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. Schultz. "I just love looking through artifacts of political history. thirst that absolutely just stuck in my head. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . As he neared conclusion, The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . 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. 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. 22. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. 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. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. Invite was word of mouth and the music was brand new: raw and spontaneous. , Round table agency known for its ability to appeal to the younger masses (Lowe also Enter Sprite. Sales were down. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. 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. Its a Natural! The campaign came along when hip-hop was still very much in the background. 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. Reagan paused briefly to take a sip of water. With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. and Todd Godwin; their inspiration for this brilliant campaign is 15. 1. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Despite dropping the "Obey Your Thirst" branding, Sprite is far from abandoning hip-hop the most-streamed genre in the U.S. in 2018 in its marketing. Sprite Salutes Hip-Hop With 'Obey Your Verse'. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. The brand was introduced in 1987 and their rap campaigns launched in 1988. Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. In 1994, Sprite cemented its status as the signature soft drink of hip-hop culture with the launch of a groundbreaking series of ads under the "Obey Your Thirst" tagline. Two children walk into the kitchen and say that they are thirsty. It was one of the first national TV ads to feature a rapper. Sprite Debuts New Marketing Campaign. 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 . In 1994, Sprite cemented its status as the signature soft drink of hip-hop culture with the launch of a groundbreaking series of ads under the Obey Your Thirst tagline. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac 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. 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 want to hear from you! unknown. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. of the agency Lee Garfinkel along with the Creative Directors C.J. 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! We cover it all. Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. Nas spoke highly of Sprite's new launch of bringing the culture . Around the same time Adidas hit their marketing jackpot by inking a deal with Run-DMC, Sprite wisely kicked off their "I Love The Sprite In You" campaign, tapping artists like Kurtis Blow, LL . The new campaign, christened "Obey Your Verse . 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.. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . I felt that I could use it 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. ET, Beyond the Mic: Sprite Spotlights Tomorrow's Hip-Hop Tastemakers With 'Thirst for Yours' Campaign, Sprite urges fans to 'Get Vocal' about what matters to them via hip-hop platform, 9 campaigns that boosted the mood in 2022, As retailers sell more ads, marketers frustrations and fears grow, Hersheys trans-inclusive IWD push sparks familiar backlash, Maybelline enlists its first-ever digital avatar for mascara launch, Chipotle embraces viral TikTok trend with new menu item. As far as advertising goes, it was a smash success. Open . Check out this great listen on Audible.com. 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. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. To further engage with Gen Z, Sprite is using tactics that are popular with the cohort, such as featuring social media content, working with influencers Kodie Shane and Seth Giscombe and developing experiential activations around the 2019 BET Awards. 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. Ever heard that catchy slogan for Sprite? The distance between the borders of the ad and the words are equal. Brandon Langevin In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. 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. 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 . Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. 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". But as the idea took off and expanded, it became stronger based on one thing: authenticity. 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. Before the &qu. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. 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 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. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). Does Coca-Cola Taste Different Around the World? Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. radio advertisements based on the "obey your thirst" motto was proposed, 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. I chanced Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. 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. 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. 1:00. They were family. A common theme of the campaign was parodying advertising tactics and gimmicks often used by competitors where a cartoon mascot jumps off of the packaging talking about the stuff in the drink. 23. 19 hours 58 min ago, By 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. February 27, 2023 equitable estoppel california No Comments . Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was How Big is a Red Bull Can in Inches? In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Let Marketing Dive's free newsletter keep you informed, straight from your inbox. Sprite has a long history with Hip Hop from its 1986 commercial with Kurtis Blow to its current collaborations with Drake, Vince Staples and Isaiah Rashad. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. Bertini. Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! A promotion for the brand's new logo has also been . He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. Pertenence y es producida por The Coca Cola Company. His inspiration for the slogan 24. E.J. In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". Isaiah Rashad - Obey Your Thirst (Episode 4) . 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 . It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. The immersive pop-up celebrating the rise of sneaker culture will feature Sprite photo booths, sampling stations and performancesfrom Sprite partners Rapsody, Kamaiyah and Villain Park. Sprite Seedhi Baat baki sab bakwas-Indian Campaign. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . I wanted to usher in a real authenticity in terms of hip-hop in advertising. Homegirl in the background starting at the 10-second mark is a whole mood. returning to the microphone, he told the audience, "Now, I certainly As a hip-hop head, I was all over it. 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. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. "We were looking for something hip, something fresh, something "Obey Your Thirst" had more recent expressions, as well. The Spark marks its first major campaign for Sprite in the US. 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. Its now a ubiquitous part of todays musical landscape. Aliz and Hennessy, anyone? 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. 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. The article below is a work of fiction of unknown origin. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. 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. 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. Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. The outcome of this series was the Obey Your Thirst campaign. particularly scorching Southern California day. The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. (But at least its ranked near the bottom; #97.). 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. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. By E.J. 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. "Sprite has always been incredibly focused on putting our community at the forefront. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. 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.
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