Bright and shiny was traded for dark and gritty. increased roughly 9% since the introduction, especially in the younger 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. I chanced Sprite, "Obey Your Thirst," Burrell Communications (1994) . With a career spanning thirty years, Rakim has been calledone of the most influential figures in hip-hop history. The brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. age groups. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. 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. The Yours in Thirst for Yours is intentionally open-ended, he explained. 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 . It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. We want the community to interpret and define it in their own unique way. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . Brandon Langevin We are not content to just rest on our laurels.. 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. But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. 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. Also the tagline sprite recycled , "Image is nothing. An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. It took Afrika. It's authentic.. the match almost seemed too easy. The campaign was the brain child of advertising executive Donald Rifkin, Ad Age and Creativity Staff have spoken on a number of different topics today. Hip hop continued to evolve over the next 30 years. I Like the Sprite In You. 21. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. http://tvtropes.org/pmwiki/article_history.php. 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. After just one week, a surprisingly In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. 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The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. 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. "I just love looking through artifacts of political history. 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. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. 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. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. Two children walk into the kitchen and say that they are thirsty. 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. Being an MC, we try to be cool about what we do, Rakim, who appeared in an early-2000s Sprite radio ad and was featured in the 2015 Obey the Verse collection of Sprite cans featuring iconic hip-hop lyrics, said in a2016 interview. However, if you are 15. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. 13. 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. The FADER. Are you a print subscriber? A promotion for the brand's new logo has also been . How many of your favorite celebs have flirted with cheeseburgers? Sprite. Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. He points out Tupacs inclusion as especially meaningfulto the collection. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. 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. Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. A month later, when Sprite came calling, Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. Write by: . and accepted with enthusiasm by the marketing team at Coca-Cola. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. 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. The Sprite bottle is centered perfectly in this picture. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' ** 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. Its how they built their business. The 90s had all of the world sprung on hip hop. Bertini. 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. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. particularly scorching Southern California day. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Aspiring fashion designerSeth Giscombe stars in Sprite ad. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. California, was addressing a gathering of the Boy Scouts of America on a 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. Nas spoke highly of Sprite's new launch of bringing the culture . The article below is a work of fiction of unknown origin. Erica Sweeney 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. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. 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. One of the most well-known slogans for Sprite is "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, * 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. The aim was to represent their understanding of the genre and in turn the community. This company chose to join the hope side of hip hop in order to help spread a . Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. 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. 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.