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- We cover it all. 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. Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. These high profile celebrity figures have helped Joker-big joker in the dick, you just a little spade (Damn), ayy. Featured Sprite Way artist Bino also will perform on the main stage during Saturday nights BET Experience. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. Subscribe to Marketing Dive for top news, trends & analysis, The free newsletter covering the top industry headlines, By Peter Adams, Jessica Deyo and Sara Karlovitch , Alchemer Launches Alchemer Workflow the Fastest, Easiest, Most Effective Way to Close the Fe, Slate receives $5.5M in Seed Funding to Continue Transforming the Future of Social Content Cre, Dream.it.com: domain registry it.com showcases how to stand out online in a creative project f, Interface Unveils New Brand Identity to Reinforce Customer-Focused Innovation, By signing up to receive our newsletter, you agree to our, By It was all irresponsible, even while being genius for the demo. Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! 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. It was one of the first national TV ads to feature a rapper. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. Are you a print subscriber? One of the only Brahma temples on earth is there, and the city's lake is said to have been made from one of Brahma . So sorry 7UP.. Before the Sprite "Obey Your Thirst" campaign, Hip-Hop in advertisements was perceived as "corny". | 2 p.m. Recently they also had an ad campaign out with world renown rapper, Drake. Bright and shiny was traded for dark and gritty. June 2019. By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. The aim was to represent their understanding of the genre and in turn the community. returning to the microphone, he told the audience, "Now, I certainly 23. The Sprite bottle is centered perfectly in this picture. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. "I just love looking through artifacts of political history. "Sprite has always been incredibly focused on putting our community at the forefront. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. Ides. to suggest the malt liquor increased sexual prowess. One of the most well-known slogans for Sprite is "Obey Your Thirst". Another newer slogan used for Sprite is "Freedom From 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]]). 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. 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. 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. The word was spreading fast. It sucks for hip-hop fans. The FADER. Sales have 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. Obey Your Thirst campaign was indeed created by the advertising agency The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' Uncovering the Size, Uncovering the Salaries of Red Bulls Elite Athletes. 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 brand paid tribute to artists such as 2Pac, Missy Elliott, J. Cole, Drake and Rakim by decorating their cans with some of the artists most inspirational lyrics. 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 . We want the community to interpret and define it in their own unique way. View Sprites Obey Your Verse cans with Tupac, Missy Elliot and J. Coles lyrics below: https://twitter.com/Sprite/status/743088203515580417, Melle Mel: 'No One Wants To Rap Like Kendrick Lamar & Eminem', Fivio Foreign Asks Fans To Pray For Him After Missing Rolling Loud California, Playboi Cartis Rolling Loud Set Paused Due To Unruly Crowd: Its An Emergency, Nicki Minaj Launches Her Own Record Label and Unveils Roster, Don Toliver Recalls Kanye West Giving Him Some Important Advice, Dave East On The Maturation Of His Brand: 'Shit That Used To Excite Me Doesn't Anymore', Mistah F.A.B. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. ET, Webinar age groups. Ad Age and Creativity Staff Its now a ubiquitous part of todays musical landscape. 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. Obey Your Thirst debuted a decade later with ads such asthe one below, starring Grand Puba and Large Professor freestyling in a studio. (But at least its ranked near the bottom; #97.). . Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more. I chanced 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. 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. 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. [[/note]], * 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. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. Also, this was catchy as hell. The Snoop and Nate track is low key a jam, still. 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 . Sprite se vende en ms de 190 paises alrededor del mundo, y se la considera lder en ventas en cuanto a refrescos de lima - limon. 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. 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. Its a Natural! There's a delicious ray of sunshine in every drop. In our premier episode, we examine the Sprite campaign that changed it all. We wanted to pay respect to the music and the culture. 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. 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. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. It (actually) sucks for Macklemore. Hell, just the other day, the soda giant paired LeBron James with Lil Yachty. June 24, 2019. 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. Buzz60. Sprite follows the latest marketing trends to build brand value with Sprite Social Media Campaign. old campaign of "I like the Sprite in you!" 2023 The DJ Booth LLC. 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. Smooth, are just a few who did Sprite commercials like this. 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. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. 3:12. They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. The Yours in Thirst for Yours is intentionally open-ended, he explained. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. 20. As we examine the proximity in this ad, we can see that it is done very well. 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. Two children walk into the kitchen and say that they are thirsty. His inspiration for the slogan But as the idea took off and expanded, it became stronger based on one thing: authenticity. 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. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. of the agency Lee Garfinkel along with the Creative Directors C.J. "Obey Your Thirst" had more recent expressions, as well. For better or for worse. 'Obey Your . Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. Get the Right Sprite. The early pioneers inspired a new generation of artists, and Sprite responded by showing their continued understanding and respect. 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. Invite was word of mouth and the music was brand new: raw and spontaneous. 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. The campaign came along when hip-hop was still very much in the background. particularly scorching Southern California day. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Send us a tip using our anonymous form. 19 hours 58 min ago, By 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. An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. The Crooked I capitalized on that. The billion dollar Coca-Cola brand is introducing a new campaign from agency Translation this week, which carries the tagline "For The Thirsty." The effort is a nod to "Obey Your Thirst," the long . 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. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. But amongst the colour and noise the creative team at Sprite identified the stories being told and the resilience of the artists behind them, and sought collaborations. Waldman The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. At the same time breakdancing and graffiti art rose too, and the whole scene had a clear and defiant call to action, which was to tell your own story. 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 article below is a work of fiction of unknown origin. With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. The new "Thirst for Yours" campaign follows more than three decades of the soft drink's tie-ins with hip-hop, and it replaces the brand's long-running, hip-hop-connected "Obey Your Thirst" campaign, which promoted self-expression and individuality. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. For St. Ides, hip-hop was the brand campaign. A promotion for the brand's new logo has also been . Sprite, "Obey Your Thirst," Burrell Communications (1994) . The new sprite commercial features rapper Travis Scott. Sometimes the slogan "Obey" would be used as a more simple saying and implied a psychological connection to the product and its past slogans. With a career spanning thirty years, Rakim has been calledone of the most influential figures in hip-hop history.