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. Nas spoke highly of Sprite's new launch of bringing the culture . a long-time employee of Lowe & Partners. For the Thirsty! Recently they also had an ad campaign out with world renown rapper, Drake. I wanted to usher in a real authenticity in terms of hip-hop in advertising. 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.. 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. "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. By studying it, I was able to see some holes in the plan and therefore Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. I chanced Only Sprite. girl in sprite commercial. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). Now the brand is bringing the genres emerging talent to the forefront through the Thirst For Yours campaign. Sprite ditched the pop-friendly crossover actsand identified more authentic rap artists lyricists with street and cultural cred to rep the brand. returning to the microphone, he told the audience, "Now, I certainly Buzz60. Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. 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". While the " Obey Your Thirst" theme remains the same, . and Todd Godwin; their inspiration for this brilliant campaign is In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. Color: The colors used in this are simple. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Drake - Obey Your Thirst (Official Trailer) The FADER. 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. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. Reagan paused briefly to take a sip of water. In our premier episode, we examine the Sprite campaign that changed it all. 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. So sorry 7UP.. Bertini. It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. The new sprite commercial features rapper Travis Scott. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . His inspiration for the slogan We are not content to just rest on our laurels.. Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. Sprite: Liquid Skittles. Check out this great listen on Audible.com. By E.J. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. 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. that would appeal to the younger generation," stated Coke spokesman Bob Again, the successful marketing slogan "Obey your thirst" communicates these attributes. 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. 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 authentic.. Check out the "Obey Your Thirst" campaign here. Back in 2010, Drake starred in the first spot created for Sprite's "Obey Your Thirst" campaign. thirst that absolutely just stuck in my head. 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. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. This company chose to join the hope side of hip hop in order to help spread a . The son notices and screams out "Mom!" Despite dropping the "Obey Your Thirst" branding, Sprite is far from abandoning hip-hop the most-streamed genre in the U.S. in 2018 in its marketing. ", In 1971, former President Ronald Reagan, then the Governor of 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. Agency New York. As an aside to their marketing campaigns, Sprite fostered a healthy relationship with the hip-hop community through sponsoring festivals and events like the BET Cypher series, which made the company one of the fastest growing brands in the soft drink industry for years. 0:30. 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. One ad had a teenaged boy wearing a pair of baggy jeans, a puffy coat and boots with loose laces at a mall to be cool. Now we were in the studio; a fly on the wall for freestyle sessions. came from an old political speech he had run across in his free time. 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. 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 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 . 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!"]]. 19 hours 58 min ago, By This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. 2023 Vibe Media, LLC. * SurprisinglyRealisticOutcome: A common theme throughout the ads. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. And while our fanbase hasnt changed over the years, the world around them has. The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. By getting in early, and staying for the long haul. He points out Tupacs inclusion as especially meaningfulto the collection. Isaiah Rashad - Obey Your Thirst (Episode 4) . 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. 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 history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. knew the ads, 83% said the same. As an Amazon Associate, I earn from qualifying purchases. Before the &qu. 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. The brand was introduced in 1987 and their rap campaigns launched in 1988. 19. Two 30-second commercials, called ". Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! 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. 'Obey Your . 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. * 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. 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. Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. You may unsubscribe at any time. February 27, 2023 equitable estoppel california No Comments . 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. Can you imagine the think pieces if that spot ran today? Its now a ubiquitous part of todays musical landscape. Sales were down. It focused on. The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. . Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . 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). "I just love looking through artifacts of political history. 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. 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. Write by: . 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. 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. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. It was one of the first national TV ads to feature a rapper. 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 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. 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 . 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. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). 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! Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. 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.