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. Homegirl in the background starting at the 10-second mark is a whole mood. Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. 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. The campaign came along when hip-hop was still very much in the background. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Lymon was also out of the window, as they moved away from marketing taste and towards marketing attitude. However, in the early 90s two brands put their entire business on hip-hops back, by not only building their brands but spring-boarding the recognition of the music and artists as a marketing and advertising tool: Sprite soda and St. Ides malt liquor. Joker-big joker in the dick, you just a little spade (Damn), ayy. Edgy. "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. Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. 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. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. Adrianne Pasquarelli Let Marketing Dive's free newsletter keep you informed, straight from your inbox. 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. 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. The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. 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The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. Check out this great listen on Audible.com. and accepted with enthusiasm by the marketing team at Coca-Cola. ** 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. This company chose to join the hope side of hip hop in order to help spread a . The article below is a work of fiction of unknown origin. Taking new publicity photos requires intention and purpose. 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. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. The distance between the borders of the ad and the words are equal. ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. 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. In fact, in 1994, the brand did turn the hottest of the joints into an album, with the St. Ides promotional mixtape dropping at your neighborhood liquor store. Image, as it turns . Isaiah Rashad - Obey Your Thirst (Episode 4) . Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. Published on June 20, 2019. June 2019. 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. The immersive pop-up celebrating the rise of sneaker culture will feature Sprite photo booths, sampling stations and performancesfrom Sprite partners Rapsody, Kamaiyah and Villain Park. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. ", In 1971, former President Ronald Reagan, then the Governor of All Rights Reserved. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. E.J. Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. 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. 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. 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. Brandon Langevin The switch might mean the end of Sprite's " Obey your thirst" tagline, which has been in use since 1994. 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. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. Sprite's back at it with the soda cans. 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 . 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. 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. We want the community to interpret and define it in their own unique way. 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. 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. Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. I wanted to usher in a real authenticity in terms of hip-hop in advertising. Contests begin on June 20th. 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 . 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 their scared of him. * SurprisinglyRealisticOutcome: A common theme throughout the ads. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. It's authentic.. "Obey Your Thirst" had more recent expressions, as well. (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . It's an authentic brand to be a part of, and I'm glad to be able to do that.. The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. One commercial had a young man excited that basketball star Grant Hill drank Sprite and believed that he would be as great as a player as him if he did too. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is, * 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. The new campaign, christened "Obey Your Verse . Erica Sweeney With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. Sprite: "Obey your thirst". By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. 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. 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. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. One of the most well-known slogans for Sprite is "Obey Your Thirst". The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. The outcome of this series was the Obey Your Thirst campaign. 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. The TV spot will debut during Sundays broadcast of the BET Awards. 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. Always remember to obey your thirst. 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]]). Does Coca-Cola Taste Different Around the World? 17. 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. By 96 the run was over. Sprite. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. In November 2018, Sprite unveiled its "Get Vocal" campaign, urging fans to discuss issues that matter to them, thus adding a purpose-driven element to the brand's long-running campaign. 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. Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. 14. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. So not only does this work represent a pivot in how were talking to our fans by shifting focus from Sprite to them but its also a reflection of whats happening in hip-hop culture.. Having a heavyweight like him is important to the program.. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. The actual 0:44. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? California, was addressing a gathering of the Boy Scouts of America on a 16. We understand that hip-hop culture is essentially the root of everything cool and hip in culture, period, and its been commodified and appropriated within an inch of its life. ATLANTA -- In 1986, Sprite became one of the first mainstream brands to acknowledge the cultural impact of hip-hop by creating a pioneering national television commercial featuring rapper Kurtis Blow. 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. The Sprite Obey Your Verse program will be supported with a robust . Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. 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. For the Thirsty! "We were looking for something hip, something fresh, something Fresh Lemon Lime Taste! Also the tagline sprite recycled , "Image is nothing. 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.. The campaign was the brain child of advertising executive Donald Rifkin, Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. "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. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. His inspiration for the slogan 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. The campaign was also famous for producing several Hip-Hop . 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 words "obey your thirst" are placed at an equal proximity to each side of the ad. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. thirst that absolutely just stuck in my head. The new sprite commercial features rapper Travis Scott. 0:30. 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. Topics covered: business models, technology, partnerships, culture and high profile personnel changes. But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. * 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. and Rakim on packaging Jun. 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. Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. ** 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. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. 19 hours 58 min ago, By 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. W)taps - W)taps BLUES SKINNY TRASH by Hiro's shop old campaign of "I like the Sprite in you!" Each and every component every single choice and decision of a song matters when it comes to perfection. And while our fanbase hasnt changed over the years, the world around them has. I remember 12-15 years ago I did an audio commercial for Sprite and to be honest being an MC we do things and we try to be cool about what we do. 19. Ever heard that catchy slogan for Sprite? 21. 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. agency known for its ability to appeal to the younger masses (Lowe also 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 . (But at least its ranked near the bottom; #97.). 2. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. ". 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 Spark marks its first major campaign for Sprite in the US. In the 80s, Sprite was languishing behind competitor 7Up when parent company Coca-Cola decided to focus on the youth market, and the quickly growing hip-hop culture was part of the strategy. When rating the advertisements, ninety-three percent of Sales volume grew nearly 3 percent in the U.S. last year, according to Beverage-Digest. Historically, Sprite was created in Germany as Fanta Klare Zitrone in 1959, and in 1961 the drink was introduced in the United States as Fanta . The effort dubbed "Obey You" includes a series of 20 films, where the voice behind the camerathe voice of Spriteencourages teens and young adults to stay true to themselves in any situation of life . The thing Sprite did differently was that it didn't go after the most well-known artists or celebrities, they went to artists who had an appreciation of the culture, and the commercials had an authentic tone, said Jamal Booker manager of heritage communications atCoca-Cola. There's a delicious ray of sunshine in every drop. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. By getting in early, and staying for the long haul. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, each representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. The son notices and screams out "Mom!" 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. So sorry 7UP.. Rather than showing people doing fun and/or incredible things while drinking the product or having celebrity . In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . In the first spot of the series with Grand Puba and Large Professor, Puba closes with First things first, obey your thirst. Its legend even within Coca-Cola that Puba ad-libbed the phrase that then became the brands tagline that remains to this day. They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. Can you imagine the think pieces if that spot ran today? Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. . returning to the microphone, he told the audience, "Now, I certainly 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. One day last year I was on YouTube watching some BET Cypher videos, and I kept noticing Sprites name plastered over everything. Sprite did major ad campaigns with renowned NBA basketball athletes such as Kobe Bryant and Lebron James as well as launching the "Obey Your Thirst" campaign with Grant Hill. But in the early 90s, the genre was far from Madison Avenue-friendly. In the summer of 1996, Coca-Cola, who manufactures Sprite products, was 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. Two 30-second commercials, called ". . Because it means something. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". It comes in a primarily silver green, and blue can or a green transparent bottle . Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). Taps The Game & Larry June For New Album March Motion, EST Gee Shares Harrowing Trailer For His Upcoming New Project, Mad, Chris Brown Fans Blast Activist Who Claimed Singer Mocked Disabled People, Papoose Reveals He Was Supposed To Work With Nipsey Hussle Before His Death. For St. Ides, hip-hop was the brand campaign. The commercial was directed by Spike Jonze. Noticeably refreshed, upon 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.
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