From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. 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. 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 . In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. , Round table The campaign came along when hip-hop was still very much in the background. Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. . 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. Instead, he both falls and misses getting the ball into the hoop completely when he tries to dunk. Sprite: "Obey your thirst". It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. Schultz. 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 Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. 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! Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. In our premier episode, we examine the Sprite campaign that changed it all. Invite was word of mouth and the music was brand new: raw and spontaneous. The brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. Great Lymon Taste! 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. Taking new publicity photos requires intention and purpose. They revitalized the Obey Your Thirst campaign with Drake in 2010 and paid homage to the greatest lyricists in rap with the Obey Your Verse campaign featuring iconic rappers and cans with classic lyrics in 2015. Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. Again, the successful marketing slogan "Obey your thirst" communicates these attributes. . 0:44. Among all consumers who Aspiring fashion designer Seth Giscombe stars in . He points out Tupacs inclusion as especially meaningfulto the collection. The relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. Obey Your Thirst campaign was indeed created by the advertising agency It's something that lasted in the hood. 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. "You can't be sued if it's a free mixtape" is a hip-hop myth, as Kendrick Lamar's now finding out the hard way. 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. For St. Ides, hip-hop was the brand campaign. Now, Sprite continues the saga, based on its Obey Your Thirst slogan, and has chosen 16 more words of inspiration for Hip Hop fans nationwide. Tupac If you fall stand tall and come back for more from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. Our purpose is to refresh the world and make a difference. unknown. Hip hop continued to evolve over the next 30 years. Get the Right Sprite. are nothing. 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". 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. So Sprite contacted Lowe & Partners/SMS, a New York based advertising You may unsubscribe at any time. A month later, when Sprite came calling, 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 their scared of him. to remember one thing, and only one thing, it should be this: Speeches * {{Crossover}}: And a pretty left-field one, to say the least. "Obey Your Thirst" had more recent expressions, as well. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. 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. 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. 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. what meal should he have with his Sprite. 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 . Edgy. The new sprite commercial features rapper Travis Scott. Were toasting to the good life with premium brands, some of which are now owned by the artists. Joker-big joker in the dick, you just a little spade (Damn), ayy. Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. We embraced that and ingrained ourselves as part of that culture," he said. Each can is branded with inspirational quotes by one of their favorite musicals artist. 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. 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. The. Check out the "Obey Your Thirst" campaign here. However, if you are Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . Because it means something. As a hip-hop head, I was all over it. 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. June 24, 2019. As an Amazon Associate, I earn from qualifying purchases. Boomboxes? ** 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. 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. Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. Sprite. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. 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. ** 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. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. Its how they built their business. 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. 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. 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 . 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. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. 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. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. One of the most well-known slogans for Sprite is "Obey Your Thirst". 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. June 12, 2015. Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). 0:30. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. Smooth, are just a few who did Sprite commercials like this. The Snoop and Nate track is low key a jam, still. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. 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? But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. All Rights Reserved. The words "obey your thirst" are placed at an equal proximity to each side of the ad. 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 implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. 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. 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. Noticeably refreshed, upon radio advertisements based on the "obey your thirst" motto was proposed, Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. This years Obey Your Verse campaign is more interactive as fans can take pictures of each can and go onto Sprites website via their phones to win free stuff including autographed memorabilia and a concert experience. The feature runs from June 20 through August 15. Look no further. Recently they also had an ad campaign out with world renown rapper, Drake. 2023 Vibe Media, LLC. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. 13. The client for the Coca Cola company was Sergio Zemen. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . 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]]). "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Ever heard that catchy slogan for Sprite? The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. * 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. They were family. 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 lyrics. 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. 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.. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. only for her to yell out "RUN!" And while our fanbase hasnt changed over the years, the world around them has. 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. They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. It sucks for hip-hop fans. Sprite comes in multiple flavors, including cranberry, . one of the most influential figures in hip-hop history. This seasons bars come from Tupac, Missy Elliott and J. Cole. 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. 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. This approach could help Sprite forge more authentic connections with these young consumers. Sprite Salutes Hip-Hop With 'Obey Your Verse'. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. While the " Obey Your Thirst" theme remains the same, . "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. 2023 The DJ Booth LLC. 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. There's a delicious ray of sunshine in every drop. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . Buzz60. 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 . 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.'' 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. Welcome to UpThirst.com where we thoroughly research all types of beverages. Sprite did major ad campaigns with renowned NBA basketball athletes such as Kobe Bryant and Lebron James as well as launching the "Obey Your Thirst" campaign with Grant Hill. The Sprite bottle is centered perfectly in this picture. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. - 2 days 23 hours ago. The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. 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. 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. W)taps - W)taps BLUES SKINNY TRASH by Hiro's shop Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. 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. 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. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. 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. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. I wanted to usher in a real authenticity in terms of hip-hop in advertising. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. It sucks for Kendrick Lamar. His inspiration for the slogan 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. But in the early 90s, the genre was far from Madison Avenue-friendly. Published on June 20, 2019. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices.