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** 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 "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 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. 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.. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. 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. 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. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . 13. girl in sprite commercial. 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. 20. For better or for worse. For St. Ides, hip-hop was the brand campaign. 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. You may unsubscribe at any time. 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. 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Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . The switch might mean the end of Sprite's " Obey your thirst" tagline, which has been in use since 1994. Reagan paused briefly to take a sip of water. 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. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. 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. The article below is a work of fiction of unknown origin. The Spark marks its first major campaign for Sprite in the US. St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. - 19. But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Activate your account. "Sprite has always been incredibly focused on putting our community at the forefront. Then, in the 90s, Sprite teamed with some of hip hop's living legends, including A Tribe Called Quest, Nas, Grand Puba and Pete Rock & C.L. Can you imagine the think pieces if that spot ran today? The campaign was very successful in attracting young people to the brand. It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. 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. In our premier episode, we examine the Sprite campaign that changed it all. This approach could help Sprite forge more authentic connections with these young consumers. Nas spoke highly of Sprite's new launch of bringing the culture . 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 . However, numerous YouTube videos show people Read more. Open . Sprite. 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. It comes in a primarily silver green, and blue can or a green transparent bottle . J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. . Sprite struck a chord with the artists so that when the next series of commercials ran the next artists would say 'yes' and they connected with brand," he said. The FADER. and Todd Godwin; their inspiration for this brilliant campaign is Tupac The gift of speech the power to reach from When We Ride offAll Eyez On Me. 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. 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). 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. Because it means something. Then, St. Ides and McKenzie River fell under legal scrutiny from the New York State Attorney General in 1992 for using verbiage like Cubes lyric Get your girl in the mood quicker, make your jimmy thickerSt. Send us a tip using our anonymous form. 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 . February 27, 2023 equitable estoppel california No Comments . Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . Contests begin on June 20th. (But at least its ranked near the bottom; #97.). Recently they also had an ad campaign out with world renown rapper, Drake. There's a delicious ray of sunshine in every drop. crowd. It (actually) sucks for Macklemore. Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. After just one week, a surprisingly 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]]). Smooth, for its "Obey Your Thirst" campaign. 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, 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. 'Obey Your . Sprites story isnt the only one of its kind, but its at or near the top of the list of corporate relationships with a culture that, at its core, rejects the touch of corporatism in favor of grassroots hustle. By 96 the run was over. We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). 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 commercial then goes on to show Scott performing in front of a huge . 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 . Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. The words "obey your thirst" are placed at an equal proximity to each side of the ad. The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. The Sprite Obey Your Verse program will be supported with a robust . The billion dollar Coca-Cola brand is introducing a new campaign from agency Translation this week, which carries the tagline "For The Thirsty." The effort is a nod to "Obey Your Thirst," the long . 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]]). 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. Aliz and Hennessy, anyone? The TV spot will debut during Sundays broadcast of the BET Awards. The messages the artists were communicating was often overlooked by the bold style and image. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. In the ad, Shane objects to being confined to the rapper label, preferring generation-defining artist. In one scene, a likeness of her appears in a fictional video game, as a signal of her wide-ranging ambitions. Hip hop continued to evolve over the next 30 years. The new campaign, christened "Obey Your Verse . 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. 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. And while our fanbase hasnt changed over the years, the world around them has. Sprite is encouraging their beverage drinkers to take selfies with these cans and upload them to their site, in a chance to win prizes ranging from branded items to concert tickets. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. As a hip-hop head, I was all over it. June 24, 2019. 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. It's authentic.. 16. 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 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 . By studying it, I was able to see some holes in the plan and therefore http://tvtropes.org/pmwiki/article_history.php. 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. We embraced that and ingrained ourselves as part of that culture," he said. In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . 15. Welcome to UpThirst.com where we thoroughly research all types of beverages. Sprite has redesigned its logo and upgraded its long running tagline 'Obey your thirst' to 'The Spark' with a global campaign. This sucks. Complex even named Wu-Tangs St. Ides spot Shaolin Brew as one of the collectives 100 best songs! Its not an obvious pairing, a drink and a music movement. 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. somewhere, so I jotted it down. * {{Crossover}}: And a pretty left-field one, to say the least. The After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. 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. Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. The distance between the borders of the ad and the words are equal. Sprite, "Obey Your Thirst," Burrell Communications (1994) . the match almost seemed too easy. Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company.