a long-time employee of Lowe & Partners. 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. 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. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . the match almost seemed too easy. All Rights Reserved. The Spark marks its first major campaign for Sprite in the US. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. knew the ads, 83% said the same. Erica Sweeney St. Ides run with hip-hop doesnt have the same happy ending as Sprites. After just one week, a surprisingly crowd. For St. Ides, hip-hop was the brand campaign. 0:30. Bright and shiny was traded for dark and gritty. #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. * 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". Explore our Purpose & Vision, History and more. Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. 1. 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 "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. Always remember to obey your thirst. From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. 15. agency known for its ability to appeal to the younger masses (Lowe also The article below is a work of fiction of unknown origin. 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. HE COCA-COLA Company recently relaunched its "Obey Your Thirst" campaign for its lemon-lime soft drink, Sprite. age groups. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. The article below is a work of fiction of unknown origin. On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. Ever heard that catchy slogan for Sprite? In our premier episode, we examine the Sprite campaign that changed it all. The ad had already aired over 500 times on rap radio shows when Chuck sued St. Ides parent company McKenzie River for five million dollars (they settled out of court). It was all irresponsible, even while being genius for the demo. . 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. 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 . Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). It sucks for Kendrick Lamar. The commercial was directed by Spike Jonze. By ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. In the beginning it was simple: matching a drink to a bold, youthful movement. Welcome to UpThirst.com where we thoroughly research all types of beverages. Ad Age and Creativity Staff By getting in early, and staying for the long haul. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. If so, this article is for you! The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. Red Bull vs Rockstar: Which Energy Drink Reigns Supreme? The messages the artists were communicating was often overlooked by the bold style and image. 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. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' came from an old political speech he had run across in his free time. Prodigious output or the beginning of massive creative burnout? The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". 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 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. 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. It's something that has lasted in the hood it's authentic., Principles for Sustainable Agriculture (PSA), What the Fanta Mystery Flavors and Campaign, Coca-Cola Christmas Caravan Twenty Fifth Anniversary, Coca-Cola Zero Sugar Invites Fans to #TakeATaste, Simply Mixology Raises the Bar of At-Home Mocktail & Cocktail Experiences, Sprite, Fresca, Seagrams, & Mark Ronson Madlib Music Connection. https://youtube.com/watch?v=MRbVTKU-6nQ%3Fstart%3D31. 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. 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. 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 . Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. handles the entire Reebok campaign). * {{Crossover}}: And a pretty left-field one, to say the least. 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. Its now a ubiquitous part of todays musical landscape. 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. tooth, and worse, wasn't catching on with the growing "Generation X" Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. Pusha Ts Nosetalgia is perfection. And while our fanbase hasnt changed over the years, the world around them has. As hip-hop continues to evolve some of it's key contributors are looking to capitalize in another medium. 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. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. In a turn of events too . 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. The 90s had all of the world sprung on hip hop. Obey Your Thirst Ad Analysis. 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.. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. Can you imagine the think pieces if that spot ran today? E.J. 2. ", In 1971, former President Ronald Reagan, then the Governor of Color: The colors used in this are simple. 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. Its not an obvious pairing, a drink and a music movement. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. The campaign was the brain child of advertising executive Donald Rifkin, Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. 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. 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. Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Thirst is everything. 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 . The Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own . 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. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Are you a print subscriber? Waldman * {{Crossover}}: And a pretty left-field one, to say the least. This seasons bars come from Tupac, Missy Elliott and J. Cole. For better or for worse. The. "Sprite has always been incredibly focused on putting our community at the forefront. What's imporant is the value of hip-hop culture, not only as an image, but as a method of communication- Darryl Cobbins, The Hip-Hop Generation: Young Blacks and the Crisis in African-American Culture. radio advertisements based on the "obey your thirst" motto was proposed, W)taps - W)taps BLUES SKINNY TRASH by Hiro's shop Nas has been partners with Sprite since his 1997 commercial hit TV screens, along with friend and rapper AZ appearing in the ad. 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. 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. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. Drake - Obey Your Thirst (Official Trailer) The FADER. The outcome of this series was the Obey Your Thirst campaign. Sales were down. Before the &qu. 1. 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.
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