Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. 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 distance between the borders of the ad and the words are equal. Pusha Ts Nosetalgia is perfection. The brand was introduced in 1987 and their rap campaigns launched in 1988. Get the free daily newsletter read by industry experts. Sprite Company: Brand History - 1158 Words | Essay Example - Free Essays 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 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 . * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. The switch might mean the end of Sprite's " Obey your thirst" tagline, which has been in use since 1994. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. Taking new publicity photos requires intention and purpose. As we examine the proximity in this ad, we can see that it is done very well. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. "Obey Your Thirst" had more recent expressions, as well. 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. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. Sprite: "Obey your thirst". It focused on. Sprite Branding Elements - SlideShare ** 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. This sucks. 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. 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. Each and every component every single choice and decision of a song matters when it comes to perfection. The Sprite Obey Your Verse program will be supported with a robust . Recently they also had an ad campaign out with world renown rapper, Drake. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Sometimes the slogan "Obey" would be used as a more simple saying and implied a psychological connection to the product and its past slogans. The actual Sprite Salutes Hip-Hop With 'Obey Your Verse'. The TV spot will debut during Sundays broadcast of the BET Awards. 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. Sprite Re-Introduces Obey Your Verse Lyrical Collection with Three New It was one of the first national TV ads to feature a rapper. The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. 0:30. As he neared conclusion, 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. 2023 Vibe Media, LLC. 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. [Chorus] Still pourin' syrup, dirty Sprite, obey your thirst (Raw) Saditty, pretty bitch, got my weed in her purse-purse (Ooh . In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Having a heavyweight like him is important to the program.. 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. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. 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. It's an authentic brand to be a part of, and I'm glad to be able to do that.. As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company . 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. Behind Sprite's Live From The Label Concert Series | The Drum Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . Sprite Spotlights Hip-Hop Tastemakers with "Thirst for Yours" - News From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. Sprite Taps The Fader For "Obey Your Verse" Campaign Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. 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 . Sprite (drink) - Wikipedia http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. Sprite Re-Ups Obey Your Verse Lyrical Collection with Three New 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. 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. Meghan Markle, Taylor Swift, and Other Celebrities You Never Knew Here's a two minute campaign description where Coca-Cola . Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. Activate your account. Two children walk into the kitchen and say that they are thirsty. 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. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. 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. It sucks for hip-hop fans. Bertini. 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. How many of your favorite celebs have flirted with cheeseburgers? Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. We embraced that and ingrained ourselves as part of that culture," he said. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his . The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". that would appeal to the younger generation," stated Coke spokesman Bob ** 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. 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. 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. I Like the Sprite In You. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. 16. 1. However, if you are The History 1961: The Introduction in the United States 1967: Spreaded in 39 countries 1974: Sprite Zero 1986: "I like the Sprite in You" 1994: "Obey Your Thirst" 2013: Stevia plant extract *2015: "Obey Your Thirst" ("Obey Your Verse" transition/start) *2016 . 17. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". 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. Welcome to UpThirst.com where we thoroughly research all types of beverages. . New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and 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. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! 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. Among all consumers who a long-time employee of Lowe & Partners. Prodigious output or the beginning of massive creative burnout? 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. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . Sprite tapped a pair of up-and-coming artists who embody the Thirst For Yours mentality and authenticity Atlanta-based rapper Kodie Shane and rising fashion designer and current Clark Atlanta University student Seth Giscombe to star in the spots, which were directed by the award-winning filmmaker duo, We Are From L.A.Rachel Morrisonserved as Director of Photography for each spot. One of the most well-known slogans for Sprite is "Obey Your Thirst". The Snoop and Nate track is low key a jam, still. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quench their thirst. Get the Right Sprite. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. As a hip-hop head, I was all over it. Another newer slogan used for Sprite is "Freedom From Thirst". Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. 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 popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. 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. 'Obey Your . The program, which also includes a podcast series, will eventually lean into other areas where the brand has a credible voicefrom sports to social issues, Richard Toranzo, who oversees social media for Sprite, stated in a recent corporate blog post. It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. How The Sprite "Obey Your Thirst" Campaign Changed Advertising Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. Ides. to suggest the malt liquor increased sexual prowess. You may unsubscribe at any time. 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. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. "I just love looking through artifacts of political history. 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. Its now a ubiquitous part of todays musical landscape. only for her to yell out "RUN!" Our core fanbase of 13-to 24-year-olds cares deeply about artists who are not only talented, but also cultural curators and arbiters who are making a mark on the world, said Aaliyah Shafiq, group director, Sprite. 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. 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. 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. obey your thirst in a sentence - obey your thirst sentence 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. In the 80s, Sprite was languishing behind competitor 7Up when parent company Coca-Cola decided to focus on the youth market, and the quickly growing hip-hop culture was part of the strategy. The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. 14. Are you a print subscriber? Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. 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 . New Sprite Campaign Features Drake Lyrics on Cans | Vanity Fair These high profile celebrity figures have helped * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Sprite realised this dating back to the 1980s and in hip-hop, there was a power of creativity in this new form that was really resonating with the population. Obey Your Thirst - Sprite Commercial 1996 - Vdeo Dailymotion The The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own . Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. In the commercial, Scott is seen singing the iconic Sprite tagline, "Obey Your Thirst.". For St. Ides, hip-hop was the brand campaign. By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . "We were looking for something hip, something fresh, something Sprite has been there for us since they realised they could reach out and do things like this, artist Rakim said of the long history between hip-hop and Sprite. what meal should he have with his Sprite. Check out this great listen on Audible.com. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' * 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. The lyrics from Sprites second Obey Your Verse campaign are as follows: Tupac Embrace my words make the world change from Scarfaces Smile offThe Untouchable, Tupac Ill learn from mistakes and try 2 achieve again fromIf I Failpoem, Tupac Please wake me when Im free from Wake Me When Im Free offThe Rose That Grew From Concrete Vol. * SurprisinglyRealisticOutcome: A common theme throughout the ads. This company chose to join the hope side of hip hop in order to help spread a . Were toasting to the good life with premium brands, some of which are now owned by the artists. Sprite had also succeeded in becoming an official and established part of the culture. 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. Have you ever wondered if the Read more, The dangers of bang energy drink Bang Energy drink is extremely high in caffeine and other stimulants, which can cause Read more, Califia Farms almond milk is a type of milk that is made from almonds. The campaign was successful, but in the early '90s, as brands like 7-Up began to offer more competition, Sprite doubled down on their relationship with hip-hop. - 2 days 23 hours ago. 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. But amongst the colour and noise the creative team at Sprite identified the stories being told and the resilience of the artists behind them, and sought collaborations. "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 . The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. Adrianne Pasquarelli 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 . The outcome of this series was the Obey Your Thirst campaign. 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. . We believe working at The Coca-Cola Company is an opportunity to build a meaningful career while helping us make a real difference on a global scale. Homegirl in the background starting at the 10-second mark is a whole mood. increased roughly 9% since the introduction, especially in the younger Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 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. Fresh Lemon Lime Taste! Brandon Langevin 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. 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. Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. "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. As hip-hop continues to evolve some of it's key contributors are looking to capitalize in another medium. By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. The multi-year platform will spotlight tastemakers and innovators musicians, designers, artists, photographers and more who are shaping the future of hip-hop culture through both their craft and creativity. 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. 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. There's a delicious ray of sunshine in every drop. Sprite Debuts New Marketing Campaign. We are not content to just rest on our laurels.. Sprite Ushering in the Next Generation of Hip-Hop Stars in 'Thirst For 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. 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. Obey Your Thirst (Advertising) - TV Tropes This site is protected by reCAPTCHA Enterprise and the Google, Jonathan Majors Addresses Negative Ant-Man: Quantumania Reviews, A Look At Alicia Keys And John Legends Verzuz Juneteenth Celebration, Kirk Franklin And Fred Hammonds The Healing Was More Than A Verzuz Event, nut butter grinding machines at Whole Foods, groundbreaking deal between Adidas and RUN DMC, Schlitz Malt Liquor had a legendary and hilarious run of spots featuring The Commodores, The Four Tops, Teddy Pendergrass and more, Coi Leray Partners With Sprite's Limelight Global Music Program. 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. Drake Is Thirsty, and Sprite Wants Everyone to Know It 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. As an Amazon Associate, I earn from qualifying purchases. Sprite Debuts New Marketing Campaign | Vending Market Watch Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. somewhere, so I jotted it down. In our premier episode, we examine the Sprite campaign that changed it all. Noticeably refreshed, upon 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 .