We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. 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. The Sprite Obey Your Verse program will be supported with a robust . The FADER. So sorry 7UP.. 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". and accepted with enthusiasm by the marketing team at Coca-Cola. 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. 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. (But at least its ranked near the bottom; #97.). Contests begin on June 20th. At the same time breakdancing and graffiti art rose too, and the whole scene had a clear and defiant call to action, which was to tell your own story. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac Get the free daily newsletter read by industry experts. Always remember to obey your thirst. * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. Pooh lined up a veritable whos who of additional West Coast rappers over the years, including Geto Boys, Cypress Hill, Warren G, Snoop and Tupac; plus the thorough-est from the East, including Eric B and Rakim, Wu-Tang Clan, Biggie and EPMD. The messages the artists were communicating was often overlooked by the bold style and image. Sprite, "Obey Your Thirst," Burrell Communications (1994) . The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika Bambatta) in the place of the original pilots, and featuring original music from said emcees. 16. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . - Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. 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. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. Obey Your Thirst. The new sprite commercial features rapper Travis Scott. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. 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. 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. 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]]). Tupac Keep ya head up from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. Because it means something. The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. It's authentic.. More recently . Also the tagline sprite recycled , "Image is nothing. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. * SpiritualSuccessor: The hip-hop themed ads for the "Obey Your Thirst" campaign were a continuation of the late-80's-early-90's hip hop commercials from Sprite's previous campaign, "I Like The Sprite In You". #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. When did the sprite Obey Your Thirst commercial come out? The commercial then goes on to show Scott performing in front of a huge . ", In 1971, former President Ronald Reagan, then the Governor of Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. 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. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. It's an authentic brand to be a part of, and I'm glad to be able to do that.. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. By The TV spot will debut during Sundays broadcast of the BET Awards. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. As far as advertising goes, it was a smash success. And while our fanbase hasnt changed over the years, the world around them has. ** 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. Joined by hip-hop talent, influencers and Spritebrand executives, the event will culminate with a panel discussion featuring Shane, Giscombe and Sprite Way talent, who will discuss their personal journeys and share how Spritehas helped advance their careers. The feature runs from June 20 through August 15. We cover it all. Can you imagine the think pieces if that spot ran today? The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Aliz and Hennessy, anyone? Ad Age and Creativity Staff 3:12. Aspiring fashion designer Seth Giscombe stars in . Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. 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 . 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. In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". As hip-hop continues to evolve some of it's key contributors are looking to capitalize in another medium. Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink created by The Coca-Cola Company. returning to the microphone, he told the audience, "Now, I certainly 2023 The DJ Booth LLC. 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. For the Thirsty! New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. By getting in early, and staying for the long haul. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. - 1 day 3 hours ago, By 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 Voltron (We're not joking, that actually happened). The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. Another ad has a woman and her two children drinking something called Sun Fizz when the character mascot, an anthropomorphic sun with large eyes, comes to life. Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. The Snoop and Nate track is low key a jam, still. Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. Check out the "Obey Your Thirst" campaign here. crowd. ** Another ad has a woman and her two children drinking something called Sun Fizz when the character mascot, an anthropomorphic sun with large eyes, comes to life. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. Near the end of the decade, Sprite explored the overlap between hip-hop culture, comics and martial arts with a series of posse spots based on Voltron (representing all hip-hop regions) and the 5 Deadly Venoms (with all female emcees). Schultz. Choosing classic artists as well as current artists led to our credibility.. Enter Sprite. One of the most well-known slogans for Sprite is "Obey Your Thirst". Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. 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.. Hip-hop rose during the post-industrial 1970s in the Bronx borough of New York City, and spread via block parties. By studying it, I was able to see some holes in the plan and therefore "]][[note]]Shaq had an endorsement deal with Pepsi at the time. In our premier episode, we examine the Sprite campaign that changed it all. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. Invite was word of mouth and the music was brand new: raw and spontaneous. 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. Taps The Game & Larry June For New Album March Motion, EST Gee Shares Harrowing Trailer For His Upcoming New Project, Mad, Chris Brown Fans Blast Activist Who Claimed Singer Mocked Disabled People, Papoose Reveals He Was Supposed To Work With Nipsey Hussle Before His Death. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. 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. In the commercial, Puba fist-bumps Large Professor and says the line, First things first: Obey Your Thirst.Its speculated that Puba ad-libbed this line in rehearsals, yet the potency was so clear that Obey Your Thirst became Sprites tagline off and on to this very day. Before the &qu. 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. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. 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. How many of your favorite celebs have flirted with cheeseburgers? Adrianne Pasquarelli Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). 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 . Sprite announced on Friday that it would tweak its "Obey Your Thirst" campaign to celebrate well-known lyrics by rappers. Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. February 27, 2023 equitable estoppel california No Comments . 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? Sprite had also succeeded in becoming an official and established part of the culture. How Big is a Red Bull Can in Inches? * {{Crossover}}: And a pretty left-field one, to say the least. and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . Its a Natural! Sprite: "Obey your thirst". The commercial then ends. 17. , Round table Its not an obvious pairing, a drink and a music movement. Sprite's parent company, Coca-Cola, did not respond to an email requesting an interview on the overall campaign. The son notices and screams out "Mom!" 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. Check out this great listen on Audible.com. one of the most influential figures in hip-hop history. You may unsubscribe at any time. Luckily, their mother has two . Great Lymon Taste! 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. However, if you are 1. Taking new publicity photos requires intention and purpose. Hip hop continued to evolve over the next 30 years. 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. Having a heavyweight like him is important to the program.. Obey your thirst." Sprite's new ad campaign focused on differentiating Sprite from its competitors by acknowledging all the ways other products were marketing themselves and telling the consumer that this was not the case with Sprite. consumers ages 18-24 said they were effective. Bright and shiny was traded for dark and gritty. 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. Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. * {{Crossover}}: And a pretty left-field one, to say the least. 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. Sales have Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. 1:00. Erica Sweeney Noticeably refreshed, upon As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. 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's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. to remember one thing, and only one thing, it should be this: Speeches Historically, Sprite was created in Germany as Fanta Klare Zitrone in 1959, and in 1961 the drink was introduced in the United States as Fanta . But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. Welcome to UpThirst.com where we thoroughly research all types of beverages. * SurprisinglyRealisticOutcome: A common theme throughout the ads. 24. We want the community to interpret and define it in their own unique way. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. The Spark marks its first major campaign for Sprite in the US. Vibe is a part of Penske Media Corporation. Each and every component every single choice and decision of a song matters when it comes to perfection. It comes in a primarily silver green, and blue can or a green transparent bottle . 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. They tapped artists not based on their popularity, but those that had an underground following and were seen as respected urban soothsayers at the time. 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 . 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. 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. 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. Sprite Salutes Hip-Hop With 'Obey Your Verse'. One of the only Brahma temples on earth is there, and the city's lake is said to have been made from one of Brahma . The brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. 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. Write by: . In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was radio advertisements based on the "obey your thirst" motto was proposed, 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. 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. 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. Because it means something. With a career spanning thirty years, Rakim has been calledone of the most influential figures in hip-hop history. View Sprites Obey Your Verse cans with Tupac, Missy Elliot and J. Coles lyrics below: https://twitter.com/Sprite/status/743088203515580417, Melle Mel: 'No One Wants To Rap Like Kendrick Lamar & Eminem', Fivio Foreign Asks Fans To Pray For Him After Missing Rolling Loud California, Playboi Cartis Rolling Loud Set Paused Due To Unruly Crowd: Its An Emergency, Nicki Minaj Launches Her Own Record Label and Unveils Roster, Don Toliver Recalls Kanye West Giving Him Some Important Advice, Dave East On The Maturation Of His Brand: 'Shit That Used To Excite Me Doesn't Anymore', Mistah F.A.B. Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. 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 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. 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. The malt liquor 40 oz., with significantly higher alcohol content than beer at around a $2 price point, was already a staple in lower-income neighborhoods and hip-hop culture. It featured full-length songs about getting twisted off the malt liquor from Ice Cube, Wu-Tang Clan, Scarface, MC Eiht, Snoop Doggy Dogg, and Nate Dogg. The Sprite Obey Your Verse program will be supported with a robust integrated marketing campaign, including TV, outdoor, radio, digital, social and in-store advertising. 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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 . "I just love looking through artifacts of political history. 14. Sprite comes in multiple flavors, including cranberry, . . . While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. Image, as it turns . Pusha Ts Nosetalgia is perfection. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. came from an old political speech he had run across in his free time. The. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. 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 article below is a work of fiction of unknown origin. In 1990, Heavy D and the Boyz and Kid-N-Play followed in Blow's footsteps with Sprite commercials of their own as part of the "I like the Sprite in you" campaign. | 2 p.m. . Obey Your Thirst Ad Analysis. Smooth, are just a few who did Sprite commercials like this. ** Another ad has a woman and her two children drinking something called Sun Fizz when the character mascot, an anthropomorphic sun with large eyes, comes to life. 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. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. 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. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). Nas spoke highly of Sprite's new launch of bringing the culture . If so, this article is for you! 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. Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. Buzz60. The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. It's something that lasted in the hood. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. 21. Sprite has had several slogans to help promote the drink. By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. The outcome of this series was the Obey Your Thirst campaign. Edgy. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". We are not content to just rest on our laurels.. He points out Tupacs inclusion as especially meaningfulto the collection. 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. Does Coca-Cola Taste Different Around the World? 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. particularly scorching Southern California day. Sprite Debuts New Marketing Campaign. From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. So Sprite contacted Lowe & Partners/SMS, a New York based advertising Joker-big joker in the dick, you just a little spade (Damn), ayy.