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The actual 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 . The Obey Your Thirst spots also took us the street corner, the club, and inside the ring when Sprite resurrected the legendary KRS One vs. MC Shan battle. Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. 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. 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. As a hip-hop head, I was all over it. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. The campaign was very successful in attracting young people to the brand. 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). 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. 16. The TV spot will debut during Sundays broadcast of the BET Awards. came from an old political speech he had run across in his free time. 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. Our purpose is to refresh the world and make a difference. It was one of the first national TV ads to feature a rapper. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. After just one week, a surprisingly The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was We want to hear from you! It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. The commercial then ends. The early pioneers inspired a new generation of artists, and Sprite responded by showing their continued understanding and respect. 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. Explore our Purpose & Vision, History and more. As we examine the proximity in this ad, we can see that it is done very well. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). Ever heard that catchy slogan for Sprite? Recently they also had an ad campaign out with world renown rapper, Drake. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. - "Obey Your Thirst" had more recent expressions, as well. #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. It focused on. 13. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. to remember one thing, and only one thing, it should be this: Speeches Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. The relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. It was all irresponsible, even while being genius for the demo. By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. 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 . 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 . "]][[note]]Shaq had an endorsement deal with Pepsi at the time. Bright and shiny was traded for dark and gritty. . "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 new sprite commercial features rapper Travis Scott. , Round table 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. 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. Outdoor advertising will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artist along with their respective packaging. 19 hours 58 min ago, By The switch might mean the end of Sprite's " Obey your thirst" tagline, which has been in use since 1994. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. If so, this article is for you! 1. HE COCA-COLA Company recently relaunched its "Obey Your Thirst" campaign for its lemon-lime soft drink, Sprite. Sprite comes in multiple flavors, including cranberry, . Sprite Seedhi Baat baki sab bakwas-Indian Campaign. Sprite follows the latest marketing trends to build brand value with Sprite Social Media Campaign. The FADER. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. Among all consumers who knew the ads, 83% said the same. looking to change the image of its sparkling soda. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . The client for the Coca Cola company was Sergio Zemen. thirst that absolutely just stuck in my head. 1994 television commercial for Sprite, part of the brand's Obey Your Thirst campaign, featuring a rumination on What Is Cool = grunge? old campaign of "I like the Sprite in you!" Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. Hip hop continued to evolve over the next 30 years. Ides. to suggest the malt liquor increased sexual prowess. only for her to yell out "RUN!" The campaign came along when hip-hop was still very much in the background. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. How many of your favorite celebs have flirted with cheeseburgers? 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. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5). St. Ides run with hip-hop doesnt have the same happy ending as Sprites. 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. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. . In the beginning it was simple: matching a drink to a bold, youthful movement. Obey your thirst (1994-1998) Launches in 1994 Sprite was a light, crisp, and refreshing beverage Sprite marketers wanted to convey that Sprite was not pretentious. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. 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. 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. Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. Before the &qu. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. increased roughly 9% since the introduction, especially in the younger As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . Let Marketing Dive's free newsletter keep you informed, straight from your inbox. The campaign was also famous for producing several Hip-Hop . 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. 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. * {{Crossover}}: And a pretty left-field one, to say the least. 22. It's something that lasted in the hood. After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . [Chorus] Still pourin' syrup, dirty Sprite, obey your thirst (Raw) Saditty, pretty bitch, got my weed in her purse-purse (Ooh . But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' 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. Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. 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 . Part of Sprite's "Obey Your Thirst" campaign of the late 1990s. 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]]). Taking new publicity photos requires intention and purpose. Sprite has been aimed at teenagers and 20-somethings with a cheery $70 million campaign, influenced by hip-hop culture, that carries the theme ''Obey your thirst.'' Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. 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 . 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.