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 campaign was also famous for producing several Hip-Hop . (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. Write by: . Its a Natural! Recently they also had an ad campaign out with world renown rapper, Drake. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. Let Marketing Dive's free newsletter keep you informed, straight from your inbox. 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. 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. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. one of the most influential figures in hip-hop history. Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. 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. Color: The colors used in this are simple. Sprite comes in multiple flavors, including cranberry, . Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. 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. Always remember to obey your thirst. Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. 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. On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. The relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. 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. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac old campaign of "I like the Sprite in you!" ** 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. The. 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. The Snoop and Nate track is low key a jam, still. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. 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. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. If so, this article is for you! It took Afrika. 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. 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 . Check out the "Obey Your Thirst" campaign here. 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. Ever heard that catchy slogan for Sprite? In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. 15. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. Sprite's "Obey Your Thirst" advertisement brings hope to the table for kids who want more with their life or even a better outlook on life. After just one week, a surprisingly 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. [Chorus] Still pourin' syrup, dirty Sprite, obey your thirst (Raw) Saditty, pretty bitch, got my weed in her purse-purse (Ooh . http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. The commercial was directed by Spike Jonze. 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. 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. 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. The commercial then goes on to show Scott performing in front of a huge . 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 "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. While the " Obey Your Thirst" theme remains the same, . * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. The campaign came along when hip-hop was still very much in the background. Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. tooth, and worse, wasn't catching on with the growing "Generation X" In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . It sucks for Kendrick Lamar. Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. 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. 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 . agency known for its ability to appeal to the younger masses (Lowe also In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". 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!"]]. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. The campaign was the brain child of advertising executive Donald Rifkin, Image, as it turns . They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. returning to the microphone, he told the audience, "Now, I certainly 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 Cool J, Kid 'n Play and more to represent their brand to hip-hop culture. Aliz and Hennessy, anyone? 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. Welcome to UpThirst.com where we thoroughly research all types of beverages. The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' #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. Boomboxes? The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. Sprite's parent company, Coca-Cola, did not respond to an email requesting an interview on the overall campaign. Get the free daily newsletter read by industry experts. 'Obey Your . Obey Your Thirst campaign was indeed created by the advertising agency Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. By As a hip-hop head, I was all over it. One of the most well-known slogans for Sprite is "Obey Your Thirst". ", In 1971, former President Ronald Reagan, then the Governor of Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. The distance between the borders of the ad and the words are equal. and accepted with enthusiasm by the marketing team at Coca-Cola. 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. The campaign was very successful in attracting young people to the brand. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. 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. Sprite se vende en ms de 190 paises alrededor del mundo, y se la considera lder en ventas en cuanto a refrescos de lima - limon. The program, which also includes a podcast series, will eventually lean into other areas where the brand has a credible voicefrom sports to social issues, Richard Toranzo, who oversees social media for Sprite, stated in a recent corporate blog post. 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. 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 . 18. Luckily, their mother has two . crowd. 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. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. In our premier episode, we examine the Sprite campaign that changed it all. Check out this great listen on Audible.com. We wanted to pay respect to the music and the culture. 21. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. Ides. to suggest the malt liquor increased sexual prowess. 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. Unfortunately for him, upon getting on the escalator his laces get caught in the slots of the stairs so in trying to free himself, he promptly falls over and both the pants and the coat get eaten up by the stairs, leaving him in just his shirt and his underwear.