1. ** 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. 14. 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. "We were looking for something hip, something fresh, something 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. unknown. After just one week, a surprisingly But this is one of those things, that when they call, you tell your man, 'I got a Sprite deal.' Sometimes the slogan "Obey" would be used as a more simple saying and implied a psychological connection to the product and its past slogans. This years Obey Your Verse campaign is more interactive as fans can take pictures of each can and go onto Sprites website via their phones to win free stuff including autographed memorabilia and a concert experience. Color: The colors used in this are simple. It sucks for hip-hop fans. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. In 1990, the brand kicked off the I Like the Sprite in You campaign, using rap acts that matched the soft drinks bubbly energy, starting with Heavy D & the Boyz before partnering with Kid n Play the following year. Obey Your Thirst. 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. The brand was introduced in 1987 and their rap campaigns launched in 1988. . 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. 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. In the early '90s, a major soda company took a chance on authentic hip-hop marketing, and it worked. 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. Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. Hip-hop rose during the post-industrial 1970s in the Bronx borough of New York City, and spread via block parties. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. 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. across this one particular speech, and the speaker made an aside about Choosing classic artists as well as current artists led to our credibility.. Sprite: "Obey your thirst". Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. From trademark Coca-Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world. Under Cobbins advisement, Sprite tapped Grand Puba and Large Professor for an advertisement spot in 1994. are nothing. . only for her to yell out "RUN!" Giscombe, meanwhile, predicts that I am going to be the most iconic designer of all time., The spot, filled with visual effects, is a far cry from Blows early 1980s spot, which featured a single scene in which he belts out a few simple lyrics in an ode to Sprites lemon-lime taste, like without limon, its not happening. Sports drinks, milk, juices, kombucha, beer and liquor, mocktails, etc. After having production completely shut down for a short while and getting hit with heavy fines, St. Ides tried to clean up its act, adding drink responsibly messaging into the spots. 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 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. 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. Because it means something. 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. These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. When did the sprite Obey Your Thirst commercial come out? Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. Look no further. 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. Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by 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). After ten years of sparse but quickly growing media saturation, everyone had their eyes on an angle to capitalize on it. The album featured 100 Bottle Bags, a direct criticism against malt liquor companies marketing specifically to urban communities but they dont sell that sh*t in the white neighborhoods. Shortly after the release, St. Ides found itself in Chuck Ds crosshairs, and he fired the first in a series of big shots against the brand, marking the beginning of the end of their love affair with hip-hop. The campaign was also famous for producing several Hip-Hop . [[/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. "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . A month later, when Sprite came calling, handles the entire Reebok campaign). Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . 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. 2. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. 20. 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. Adrianne Pasquarelli Sprite es una marca famosa reconocida mundialmente de bebida gaseosa con sabor a limn. Enter Sprite. 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. ET, Webinar Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. Sprite. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. The son notices and screams out "Mom!" 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. His inspiration for the slogan 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. The Spark marks its first major campaign for Sprite in the US. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". increased roughly 9% since the introduction, especially in the younger 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. 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. 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. and Todd Godwin; their inspiration for this brilliant campaign is 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. Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. 13. 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. Check out this great listen on Audible.com. Welcome to UpThirst.com where we thoroughly research all types of beverages. 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. 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. Fresh Lemon Lime Taste! 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. 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 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. Sprite: Liquid Skittles. The FADER. 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. 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. Check out the "Obey Your Thirst" campaign here. The article below is a work of fiction of unknown origin. 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. Sprite's back at it with the soda cans. However, numerous YouTube videos show people Read more. * 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". A pop-up experience on June 21-22 in LA will celebrate sneaker culture with Sprite photo booths, sampling stations and performances from Sprite-associated performers Rapsody, Kamaiyah and Villain Park. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. 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. Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. Sprite is a lemon and lime soft drink for teenagers mainly with 100% natural . 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. In our premier episode, we examine the Sprite campaign that changed it all. 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. 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. Before the &qu. Explore our Purpose & Vision, History and more. - and Nas: The transparent soft drink brand celebrates some of hip-hop's most iconic lyricists with limited-edition . 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 campaigncreated by Sprite's agency of record, Wieden & Kennedy New Yorkincludes a TV ad featuring up-and-coming, Atlanta-based rapper Kodie Shane and an aspiring fashion designer, Seth Giscombe. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. 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. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. By getting in early, and staying for the long haul. There's a delicious ray of sunshine in every drop. Over the next couple months, I began to take notice of Sprites absolute ubiquity in hip-hop culturefrom event sponsorship to its prevalence in the lean movement and the music and culture that spawned. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". We are not content to just rest on our laurels.. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. By studying it, I was able to see some holes in the plan and therefore Sprites ties to hip-hop date back to 1986 when rapper Kurtis Blow appeared in a commercial for the brand and continued into the 1990s with the I Like the Sprite in You" campaign featuring several of thedecades top artists. 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. 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. I Like the Sprite In You. 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. - 1 day 3 hours ago, By Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. Soon, the company would transition to its heavily youth and urban market-focused Obey Your Thirst campaign in 1994. 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. It focused on. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was We want to hear from you! Waldman Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. Pertenence y es producida por The Coca Cola Company. St. Ides run with hip-hop doesnt have the same happy ending as Sprites. The relationship between hip-hop and alcohol never ended, of course, but has continued to evolve to match the evolution of the lifestyle. The brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. 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. They tapped artists not based on their popularity, but those that had an underground following and were seen as respected urban soothsayers at the time. The distance between the borders of the ad and the words are equal. The client for the Coca Cola company was Sergio Zemen. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . "]][[note]]Shaq had an endorsement deal with Pepsi at the time. 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. Buzz60. 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. 'Obey Your . Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. Whenever I see Sprite's slogan"Obey your thirst!"I think of Jesus' words to those He was preaching to during what is commonly known today as The Sermon on the Mount. Sprite is a clear, lemon and lime-flavored soft drink created by the Coca-Cola Company. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. and Rakim on packaging Jun. Obey Your Thirst campaign was indeed created by the advertising agency Thirst is everything. "Obey Your Thirst" had more recent expressions, as well. 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. Published on June 20, 2019. He also contributes reporting on the beverage, automotive and sports marketing industries. 12, 2015. Near the end of the decade, Sprite explored the overlap between hip-hop culture, comics and martial arts with a series of posse spots based on Voltron (representing all hip-hop regions) and the 5 Deadly Venoms (with all female emcees). This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. 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! 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. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. Mediante la publicidad se ha logrado * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. 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 feature runs from June 20 through August 15. Drake - Obey Your Thirst (Official Trailer) The FADER. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Ides. to suggest the malt liquor increased sexual prowess. Bright and shiny was traded for dark and gritty. Edgy. The new campaign, christened "Obey Your Verse . 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. Included in Thirst For Yours are Atlanta rapper Kodie Shane and rising designer Seth Giscombe. 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. 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. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". The word was spreading fast. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. In a turn of events too . 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. We cover it all. On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. The program, which also includes a podcast series, will eventually lean into other areas where the brand has a credible voicefrom sports to social issues, Richard Toranzo, who oversees social media for Sprite, stated in a recent corporate blog post. Always remember to obey your thirst. 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, * 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. Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). You may unsubscribe at any time. They were family. In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), . In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his . Open . But as the idea took off and expanded, it became stronger based on one thing: authenticity. 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.. It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. Its a Natural! We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). The campaign came along when hip-hop was still very much in the background. The campaign was the brain child of advertising executive Donald Rifkin, It sucks for Kendrick Lamar. . "I just love looking through artifacts of political history. Send us a tip using our anonymous form. Today, Sprites presence within hip-hop culture isnt even questioned, becoming as integral to the culture as Timbaland or Adidas. Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonalds,Old Spice and Chipotle found a way to cut through the noise. It took Afrika Bambatta convincing them to unite as Voltron to finally take it down. https://youtube.com/watch?v=MRbVTKU-6nQ%3Fstart%3D31. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. . The campaign was very successful in attracting young people to the brand. radio advertisements based on the "obey your thirst" motto was proposed, (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. Then, St. Ides and McKenzie River fell under legal scrutiny from the New York State Attorney General in 1992 for using verbiage like Cubes lyric Get your girl in the mood quicker, make your jimmy thickerSt. ** 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. 24. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. 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. The company is based in California, Read more, Dr Pepper is a carbonated soft drink that is marketed as having a unique flavor. June 24, 2019. Before the "Obey Your Thirst" campaign, Hip-Hop in advertisements was TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Isaiah Rashad - Obey Your Thirst (Episode 4) . 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. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. Ad Age and Creativity Staff Aliz and Hennessy, anyone? http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. Vibe is a part of Penske Media Corporation. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. 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. Many researchers have explored the above attributes of the Sprite brand (Rosenberg 5).

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