. 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. Drake - Obey Your Thirst (Official Trailer) The FADER. 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. By the late 90s Sprite had spent roughly $70M on the Obey Your Thirst campaign, tripled sales, and commanded a majority market share of the citrus category (which also included 7Up, Sierra Mist, and Mountain Dew). 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. It sucks for hip-hop fans. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Check out this great listen on Audible.com. With this latest campaign, entitled "Thirst For Yours," Sprite hopes to create and elevate a community-led talent engine of the next . ** 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. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. - Part of Sprite's "Obey Your Thirst" campaign of the late 1990s. If so, this article is for you! June 2019. These high profile celebrity figures have helped 19. | 8 a.m. 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. 24. Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! Our purpose is to refresh the world and make a difference. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. Lymon was also out of the window, as they moved away from marketing taste and towards marketing attitude. 16. knew the ads, 83% said the same. across this one particular speech, and the speaker made an aside about and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . Two 30-second commercials, called ". 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]]). The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . 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. Buzz60. 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. 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. Were toasting to the good life with premium brands, some of which are now owned by the artists. * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. ". The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. age groups. Its a Natural! Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. We cover it all. For the Thirsty! As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. "We were looking for something hip, something fresh, something After just one week, a surprisingly Obey your thirst," one of Sprite's early repositioning taglines from Lintas & Partners, served as a sly wink at the role the brand's ads played in reviving its fortunes. 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. ** 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. Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. Two children walk into the kitchen and say that they are thirsty. It's authentic.. Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. "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. Image, as it turns . Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. Agency New York. One of the most well-known slogans for Sprite is "Obey Your Thirst". Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? 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. While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. 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. On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. unknown. Sprite continue with their latest campaign 'Obey Your Thirst' where they shine the light on some of your favourite rappers life stories and in the latest episode we get . Look no further. Also the tagline sprite recycled , "Image is nothing. 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 Voltron (We're not joking, that actually happened). 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. 2023 Vibe Media, LLC. June 24, 2019. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. tooth, and worse, wasn't catching on with the growing "Generation X" 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. Sprite: "Obey your thirst". Before the &qu. old campaign of "I like the Sprite in you!" 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. 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. 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. 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. Sprite's "Obey Your Thirst" advertisement brings hope to the table for kids who want more with their life or even a better outlook on life. "I just love looking through artifacts of political history. 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. 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. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. Pertenence y es producida por The Coca Cola Company. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was 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. He also contributes reporting on the beverage, automotive and sports marketing industries. The article below is a work of fiction of unknown origin. Now we were in the studio; a fly on the wall for freestyle sessions. We are not content to just rest on our laurels.. Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. 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. 2. The commercial then goes on to show Scott performing in front of a huge . 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. Smooth, for its "Obey Your Thirst" campaign. So how did Sprite maintain a relationship with artists? 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. 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. 0:44. Isaiah Rashad - Obey Your Thirst (Episode 4) . Included in Thirst For Yours are Atlanta rapper Kodie Shane and rising designer Seth Giscombe. 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. When rating the advertisements, ninety-three percent of Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' Red Bull vs Rockstar: Which Energy Drink Reigns Supreme? 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. Unfortunately for him, upon getting on the escalator his laces get caught in the slots of the stairs so in trying to free himself, he promptly falls over and both the pants and the coat get eaten up by the stairs, leaving him in just his shirt and his underwear. To further engage with Gen Z, Sprite is using tactics that are popular with the cohort, such as featuring social media content, working with influencers Kodie Shane and Seth Giscombe and developing experiential activations around the 2019 BET Awards. So Sprite contacted Lowe & Partners/SMS, a New York based advertising We want the community to interpret and define it in their own unique way. In a turn of events too . Get the free daily newsletter read by industry experts. 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. The Kurtis Blow advertisement went on to inspire the I Love The Sprite In You ad, which featured popular artists like LL Cool J and Kris Kross. The commercial then ends. So sorry 7UP.. 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. It took Afrika. The drink was created Read more, If youre looking for the best energy drink to give you the extra boost you need, you cant go wrong Read more, Are you curious to know the size of a Red Bull can? Hip hop continued to evolve over the next 30 years. 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]]). 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. | 2 p.m. "]][[note]]Shaq had an endorsement deal with Pepsi at the time. Sprite had also succeeded in becoming an official and established part of the culture. 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. 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.. Luckily, their mother has two . Another newer slogan used for Sprite is "Freedom From Thirst". The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". The commercial was directed by Spike Jonze. ET, Beyond the Mic: Sprite Spotlights Tomorrow's Hip-Hop Tastemakers With 'Thirst for Yours' Campaign, Sprite urges fans to 'Get Vocal' about what matters to them via hip-hop platform, 9 campaigns that boosted the mood in 2022, As retailers sell more ads, marketers frustrations and fears grow, Hersheys trans-inclusive IWD push sparks familiar backlash, Maybelline enlists its first-ever digital avatar for mascara launch, Chipotle embraces viral TikTok trend with new menu item. 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 . Waldman 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. She is best known for her work on Black Panther, Fruitvale Station and Mudbound, the latter of which solidified her as the first female nominee within the Best Cinematography category at the Academy Awards. The client for the Coca Cola company was Sergio Zemen. 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. By studying it, I was able to see some holes in the plan and therefore In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Each can is branded with inspirational quotes by one of their favorite musicals artist. Contests begin on June 20th. 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 of Sprite cans featuring iconic hip-hop lyrics, said in a2016 interview. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika Bambatta) in the place of the original pilots, and featuring original music from said emcees. "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . As hip-hop continues to evolve some of it's key contributors are looking to capitalize in another medium. Bertini. 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. It was one of the first national TV ads to feature a rapper. Spritewhich has been putting rappers in its ads since Kurtis Blow starred in the 1980sis making the most significant change to its hip-hop marketing strategy in 25 years.