* {{Crossover}}: And a pretty left-field one, to say the least. Sprite and The Fader have a history that dates back to the mid-1990s, when Fader co-founder Rob Stone worked on the brand's "Obey Your Thirst" campaigns in its early years. 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. By getting in early, and staying for the long haul. Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. http://tvtropes.org/pmwiki/article_history.php. 1. The campaign came along when hip-hop was still very much in the background. 14. 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 was introduced in 1987 and their rap campaigns launched in 1988. Activate your account. 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]]). Adrianne Pasquarelli * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. Bertini. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. Meghan Markle, Taylor Swift, and Other Celebrities You Never Knew The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. "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. I felt that I could use it During this time the slogan was changed to 'Obey Your Thirst.' Before the decade was over, the commercials, both on television and radio, would end with someone dramatically saying "Image . 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. Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. Behind Sprite's Live From The Label Concert Series | The Drum 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. Another famous spot has a young boy in a "Make-a-Wish" like program get to wrestle with. 1:00. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . As an Amazon Associate, I earn from qualifying purchases. To deepen their street cred, Sprite went on to collaborate with artists like KRS-One, A Tribe Called Quest, Nas, AZ, Pete Rock and CL Smooth, a move that resulted in an invaluable cool factor for the brand. Sprite Urging Youth to Obey Themselves in a New Series of Ads 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. Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. Thirst is everything. 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. Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. 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. E.J. looking to change the image of its sparkling soda. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. Sprite (drink) | Beverage Wiki | Fandom Sprite (History, Flavors, Pictures & Commercials) 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. By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. The distance between the borders of the ad and the words are equal. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. Obey Your Thirst (Advertising) - TV Tropes 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. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. The aim was to represent their understanding of the genre and in turn the community. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. and Rakim on packaging Jun. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. This seasons bars come from Tupac, Missy Elliott and J. Cole. 2023 The DJ Booth LLC. Two children walk into the kitchen and say that they are thirsty. Sprite: Obey Your Thirst, and Your God - Nomos Journal California, was addressing a gathering of the Boy Scouts of America on a In 2015, the "Obey Your Verse" lyrical collection included 16 limited-edition cans with lyrics from hip-hop artists like Drake, The Notorious B.I.G., Nas and Rakim. Joker-big joker in the dick, you just a little spade (Damn), ayy. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. Great Lymon Taste! Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. June 24, 2019. Included in Thirst For Yours are Atlanta rapper Kodie Shane and rising designer Seth Giscombe. In our premier episode, we examine the Sprite campaign that changed it all. 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. girl in sprite commercial. The words "obey your thirst" are placed at an equal proximity to each side of the ad. 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. 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. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. Sprite 5 Campaas Publicitarias Ms Destacadas - Revista de 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.. 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. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quenching their thirst. 18. 19. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. In the beginning it was simple: matching a drink to a bold, youthful movement. Sprite Ushering in the Next Generation of Hip-Hop Stars in 'Thirst For Waldman Taking new publicity photos requires intention and purpose. 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. 3:12. 22. Sprite's back at it with the soda cans. The campaign was the brain child of advertising executive Donald Rifkin, Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. It's an authentic brand to be a part of, and I'm glad to be able to do that.. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. The 90s had all of the world sprung on hip hop. Hip hop continued to evolve over the next 30 years. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. When rating the advertisements, ninety-three percent of Among all consumers who Sprite | The Spark | Global | The Work | Campaign Asia The Thirst For Yours campaign will include several activations where hip-hop music, fashion, art and culture intersect, starting with the BET Experience Weekend and the 2019 BET Awards in Los Angeles, CA. 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. With the help of their visionary brand manager Darryl Cobbin, Sprite began to tap artists that, while not as big in terms of popularity, had an underground following that allowed the brand to reach depths of hip-hop culture that no other brand had been able to accomplish. 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.. He also contributes reporting on the beverage, automotive and sports marketing industries. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Sprite Re-Introduces Obey Your Verse Lyrical Collection with Three New The messages the artists were communicating was often overlooked by the bold style and image. * SpiritualSuccessor: The hip-hop themed ads for the "Obey Your Thirst" campaign were a continuation of the late-80's-early-90's hip hop commercials from Sprite's previous campaign, "I Like The Sprite In You". 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. 21. only for her to yell out "RUN!" Obey Your Thirst Campaign Racist? | Jillian Bezner Sprite has a long history with Hip Hop from its 1986 commercial with Kurtis Blow to its current collaborations with Drake, Vince Staples and Isaiah Rashad. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. Sprite Spotlights Hip-Hop Tastemakers with "Thirst for Yours" - News 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). 0:30. We wanted to pay respect to the music and the culture. Obey Your Thirst - University of Wisconsin-Madison 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. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . 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. For St. Ides, hip-hop was the brand campaign. (But at least its ranked near the bottom; #97.). The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! Enter Sprite. Our core fanbase of 13-to 24-year-olds cares deeply about artists who are not only talented, but also cultural curators and arbiters who are making a mark on the world, said Aaliyah Shafiq, group director, Sprite. A month later, when Sprite came calling, ** 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. 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. 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. However, if you are This sucks. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. Sprite's Snapchat Campaign Got 2 Million Views in 2 Days: Case Study 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). 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. But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. 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. With the great Read more, Orange juice does not cause mucus and phlegm, in fact, it has been shown in some studies to actually help Read more, Are you curious to know if the taste of Coca-Cola varies around the world? Ad Age and Creativity Staff Pertenence y es producida por The Coca Cola Company. Mediante la publicidad se ha logrado In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. It's something that lasted in the hood. https://youtube.com/watch?v=MRbVTKU-6nQ%3Fstart%3D31. Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. The commercial was directed by Spike Jonze. Before the Sprite "Obey Your Thirst" campaign, Hip-Hop in advertisements was perceived as "corny". INTRODUCING: GOLD RUSH: How The Sprite "Obey Your Thirst" Campaign particularly scorching Southern California day. Its how they built their business. Get the free daily newsletter read by industry experts. As a hip-hop head, I was all over it. 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!"]]. 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. 17. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. 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. 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. one of the most influential figures in hip-hop history. Isaiah Rashad - Obey Your Thirst (Episode 4) . Welcome to UpThirst.com where we thoroughly research all types of beverages. Staying hydrated is important for optimal health and performance, and Gatorade Zero is a great way to do it. , Round table 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. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Vibe is a part of Penske Media Corporation. 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 Coca-Cola Company has been refreshing the world and making a difference for over 136 years. The "Thirst For Yours" platform was designed to meet the changing tastes of younger consumers, a focus that continues with this . 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. If so, this article is for you! The outcome of this series was the Obey Your Thirst campaign. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. The. 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). Fresh Lemon Lime Taste! Obey your thirst." Sprite's new ad campaign focused on differentiating Sprite from its competitors by acknowledging all the ways other products were marketing themselves and telling the consumer that this was not the case with Sprite. Obey Your Thirst - Sprite Commercial 1996 - Vdeo Dailymotion Luckily, their mother has two . In 1991, the Wall Street Journal listed the St. Ides ad campaign among one of the worst of the year, which probably didnt matter at the time since WSJ readers werent St. Ides base. We cover it all. 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. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was Ides. to suggest the malt liquor increased sexual prowess. 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. - 1 day 3 hours ago, By By 96 the run was over. Here's a two minute campaign description where 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. As far as advertising goes, it was a smash success. The word was spreading fast. Obey Your Thirst Ad Analysis - 721 Words | Cram Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. 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 . Weve grown accustomed to spotting the logo everywhere from music festivals and shows to the background of BETs hip-hop cyphers. It featured full-length songs about getting twisted off the malt liquor from Ice Cube, Wu-Tang Clan, Scarface, MC Eiht, Snoop Doggy Dogg, and Nate Dogg. 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.. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. 40+ Catchy Image Is Nothing Taste Is Everything Obey Your Thirst Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. Sprite Launches "Obey Your Verse" Campaign With Drake, Rakim, The Notorious B.I.G. * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. Erica Sweeney It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is quenching their thirst. But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. 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]]). unknown. Sprite: "Obey your thirst". are nothing. In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. 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. Smooth, for its "Obey Your Thirst" campaign. 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. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5).