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. In a turn of events too . Check out this great listen on Audible.com. 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. Sprite's back at it with the soda cans. increased roughly 9% since the introduction, especially in the younger An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. It's something that lasted in the hood. 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? E.J. 3:12. In November 2018, Sprite unveiled its "Get Vocal" campaign, urging fans to discuss issues that matter to them, thus adding a purpose-driven element to the brand's long-running campaign. was growing long in the a long-time employee of Lowe & Partners. only for her to yell out "RUN!" The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. 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. returning to the microphone, he told the audience, "Now, I certainly This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. 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.. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). Sprite Seedhi Baat baki sab bakwas-Indian Campaign. While the " Obey Your Thirst" theme remains the same, . [Chorus] Still pourin' syrup, dirty Sprite, obey your thirst (Raw) Saditty, pretty bitch, got my weed in her purse-purse (Ooh . Sprite is shifting gears as the brand posts solid sales results. http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. Agency New York. Sprite comes in multiple flavors, including cranberry, . Sprite had also succeeded in becoming an official and established part of the culture. short turn-around for a campaign of this proportion, a series of TV and St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. The client for the Coca Cola company was Sergio Zemen. In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. 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. Buzz60. Now we were in the studio; a fly on the wall for freestyle sessions. Having a heavyweight like him is important to the program.. There's a delicious ray of sunshine in every drop. crowd. The. Aside from the groundbreaking deal between Adidas and RUN DMC, brands didnt yet see full value and impact of hip-hopexcept in the food and beverage industry. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". and Rakim on packaging Jun. Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonalds,Old Spice and Chipotle found a way to cut through the noise. 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. Hip-hop used to be this subcategory and almost a niche. 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 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. Nas has been partners with Sprite since his 1997 commercial hit TV screens, along with friend and rapper AZ appearing in the ad. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". Before the &qu. In our premier episode, we examine the Sprite campaign that changed it all. By getting in early, and staying for the long haul. across this one particular speech, and the speaker made an aside about It comes in a primarily silver green, and blue can or a green transparent bottle . It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. | 2 p.m. This seasons bars come from Tupac, Missy Elliott and J. Cole. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. And while our fanbase hasnt changed over the years, the world around them has. We want to hear from you! Expect to see promo for the cans everywhere soon from television and radio advertisements, digital and social spots and a special collaboration with the BET Experience at LA Live June 23 through 25. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. Thirst is everything. By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. 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.. We embraced that and ingrained ourselves as part of that culture," he said. 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. | 8 a.m. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. 15. 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. 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. 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.'' Sprite Salutes Hip-Hop With 'Obey Your Verse'. The messages the artists were communicating was often overlooked by the bold style and image. Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. By E.J. particularly scorching Southern California day. , Round table The effort dubbed "Obey You" includes a series of 20 films, where the voice behind the camerathe voice of Spriteencourages teens and young adults to stay true to themselves in any situation of life . The campaign was the brain child of advertising executive Donald Rifkin, It was one of the first national TV ads to feature a rapper. In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. However, numerous YouTube videos show people Read more. 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 . As an Amazon Associate, I earn from qualifying purchases. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. The aim was to represent their understanding of the genre and in turn the community. 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. Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. 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. 2023 Vibe Media, LLC. Giscombe, meanwhile, predicts that I am going to be the most iconic designer of all time., The spot, filled with visual effects, is a far cry from Blows early 1980s spot, which featured a single scene in which he belts out a few simple lyrics in an ode to Sprites lemon-lime taste, like without limon, its not happening. 2023 The DJ Booth LLC. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is, * 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. Yes, Scream 6 Marketing Is Behind the Creepy Ghostface Sightings Causing Scares Across the U.S. Beer Drinkers Cut Back as Bud Brewer AB InBev Raises Prices, ESPN wants to be the hub of all live sports streaming even if it helps its competition, How the Evolution of Commerce is Shaping Retailers' Digital Advertising Strategies, Mastering Agency Profitability with Megan Bowen, COO of Refine Labs, Hit Subscribe: How Creative Subscriptions Are Changing the Marketing Game, The Ultimate Guide to Scaling Your Agency: Roundtable Discussion, Campaign Trail: Levis tells The Greatest Story Ever Worn in cinematic fashion, Toyota, Yahoo partner for AR-powered car shopping experience, Guinness rewards epic toasts this St. Patricks Day, Bose works to boost gender parity in music production, Coca-Cola brand Sprite on Thursday launched a multiyear "Thirst for Yours" campaign that will highlight musicians, designers, artists, photographers and others in hip-hop culture, according to, The campaign includes TV spots, social media and influencer content, outdoor ads and in-person experiences. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. As he neared conclusion, 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. 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. A month later, when Sprite came calling, It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. We can look back now with the wizened, woke eyes of maturity and possibly scrutinize our artists selling out at the expense of the community, but for the young and burgeoning hip-hop culture, both the St. Ides campaigns and the Sprite campaigns opened the door for the power and commodification of hip-hop and consumer brands. Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. The switch might mean the end of Sprite's " Obey your thirst" tagline, which has been in use since 1994. Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. And now, its really a culture that impacts everything, says Dipal Shah, director of integrated marketing content at Sprite, which is owned by Coca-Cola Co. For us, it was really important as a brand to be respectful of that and also reflective of that.. 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. Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns Sales have 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. 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. 21. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was After 25 years, Coca-Cola Co.'s Sprite is moving from its "Obey Your Thirst" tagline to "Thirst for Yours" and from rap to hip-hop, AdAge . The commercial was directed by Spike Jonze. Open . 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. 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. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. Obey Your Thirst campaign was indeed created by the advertising agency Get the free daily newsletter read by industry experts. Part of Sprite's "Obey Your Thirst" campaign of the late 1990s. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Waldman consumers ages 18-24 said they were effective. These high profile celebrity figures have helped Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! ", In 1971, former President Ronald Reagan, then the Governor of The Sprite Obey Your Verse program will be supported with a robust . Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Check out this great listen on Audible.com. 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. "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. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. 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. 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. Each can is branded with inspirational quotes by one of their favorite musicals artist. The big takeaway for us coming out of last year was how excited fans were about us staying true to the genre and paying homage to the heritage of Hip Hop, Oliver says. 0:30. 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. 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. Explore our Purpose & Vision, History and more. The Crooked I capitalized on that. 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're scared of him. old campaign of "I like the Sprite in you!" Check out the "Obey Your Thirst" campaign here. Can you imagine the think pieces if that spot ran today? 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. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. somewhere, so I jotted it down. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. 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. "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. ** 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. Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. girl in sprite commercial. Boomboxes? The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. The FADER. This approach could help Sprite forge more authentic connections with these young consumers. Vibe is a part of Penske Media Corporation. . Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. the match almost seemed too easy. The article below is a work of fiction of unknown origin. 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.