However, numerous YouTube videos show people Read more. 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. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. (But at least its ranked near the bottom; #97.). It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. - 1 day 3 hours ago, By 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 Sprite Obey Your Verse program will be supported with a robust . 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. 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. returning to the microphone, he told the audience, "Now, I certainly 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. 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. 18. Open . The campaign was the brain child of advertising executive Donald Rifkin, While the " Obey Your Thirst" theme remains the same, . http://tvtropes.org/pmwiki/article_history.php. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. Then, in the 90s, Sprite teamed with some of hip hop's living legends, including A Tribe Called Quest, Nas, Grand Puba and Pete Rock & C.L. 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. 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. Sprite has had several slogans to help promote the drink. In the beginning it was simple: matching a drink to a bold, youthful movement. and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . #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. 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 Boomboxes? knew the ads, 83% said the same. 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. Look no further. The FADER. Were toasting to the good life with premium brands, some of which are now owned by the artists. We are not content to just rest on our laurels.. 24. The drink was created Read more, If youre looking for the best energy drink to give you the extra boost you need, you cant go wrong Read more, Are you curious to know the size of a Red Bull can? 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 . and Rakim on packaging Jun. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. Sprite announced on Friday that it would tweak its "Obey Your Thirst" campaign to celebrate well-known lyrics by rappers. A promotion for the brand's new logo has also been . . 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. It was all irresponsible, even while being genius for the demo. a long-time employee of Lowe & Partners. As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company . The new sprite commercial features rapper Travis Scott. 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. They were later in hot water with the New York AGs office again, along with the Bureau of Alcohol, Firearms and Tobacco (the ATF) for advertising perceived to the be targeted towards minors, with complaints that it glamorized gang affiliation and promoted sex. 15. How Big is a Red Bull Can in Inches? Agency New York. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' was growing long in the 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. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. Today, Sprites presence within hip-hop culture isnt even questioned, becoming as integral to the culture as Timbaland or Adidas. Choosing classic artists as well as current artists led to our credibility.. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. 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 outcome of this series was the Obey Your Thirst 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 . came from an old political speech he had run across in his free time. 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. Invite was word of mouth and the music was brand new: raw and spontaneous. Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! This approach could help Sprite forge more authentic connections with these young consumers. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. 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. Sprite Salutes Hip-Hop With 'Obey Your Verse'. consumers ages 18-24 said they were effective. and Todd Godwin; their inspiration for this brilliant campaign is We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. 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 1971, former President Ronald Reagan, then the Governor of 21. The thing Sprite did differently was that it didn't go after the most well-known artists or celebrities, they went to artists who had an appreciation of the culture, and the commercials had an authentic tone, said Jamal Booker manager of heritage communications atCoca-Cola. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . The Sprite bottle is centered perfectly in this picture. 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. of the agency Lee Garfinkel along with the Creative Directors C.J. The Kurtis Blow advertisement went on to inspire the I Love The Sprite In You ad, which featured popular artists like LL Cool J and Kris Kross. Hip hop continued to evolve over the next 30 years. The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. By E.J. The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. 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. So Sprite contacted Lowe & Partners/SMS, a New York based advertising We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. The brand was introduced in 1987 and their rap campaigns launched in 1988. More recently . Each and every component every single choice and decision of a song matters when it comes to perfection. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. There's a delicious ray of sunshine in every drop. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. Ad Age and Creativity Staff 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. 22. agency known for its ability to appeal to the younger masses (Lowe also I Like the Sprite In You. California, was addressing a gathering of the Boy Scouts of America on a 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. The words "obey your thirst" are placed at an equal proximity to each side of the ad. Activate your account. It's authentic.. I chanced * {{Crossover}}: And a pretty left-field one, to say the least. 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. Sprites story isnt the only one of its kind, but its at or near the top of the list of corporate relationships with a culture that, at its core, rejects the touch of corporatism in favor of grassroots hustle. short turn-around for a campaign of this proportion, a series of TV and But in the early 90s, the genre was far from Madison Avenue-friendly. Image, as it turns . With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. 12, 2015. Aspiring fashion designer Seth Giscombe stars in . 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. Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. Sales were down. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. 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. across this one particular speech, and the speaker made an aside about Hip-hop rose during the post-industrial 1970s in the Bronx borough of New York City, and spread via block parties. 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. Its now a ubiquitous part of todays musical landscape. By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. 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 also sponsors many sporting events and has a strong presence in the hip-hop community. What's imporant is the value of hip-hop culture, not only as an image, but as a method of communication- Darryl Cobbins, The Hip-Hop Generation: Young Blacks and the Crisis in African-American Culture. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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 as the idea took off and expanded, it became stronger based on one thing: authenticity. 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. * {{Crossover}}: And a pretty left-field one, to say the least. 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. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. 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 obey your thirst'' campaign