‘OBEY YOUR VERSE’
When Sprite launched their ‘Obey Your Thirst’ campaign earlier this Summer, I was ecstatic because I knew how well the brand is able to connect with the hip-hop culture. This was eminent from the beginning, when they ran their ads in 1994, featuring artists such as Pete Rock, C.L. Smooth and Grand Puba. The brands aesthetic is brought to life by the studio setting, the clothing and most important, the freestyles. Now, Drake, Nas and a variety of others share their success stories through mini documentaries. In conjunction with the campaign, they released 16 limited edition cans with verses from Drake, Nas, Rakim and Biggie. Sprite has proven once again their ability to achieve authenticity through the brands strategic efforts. Read a break down of how Sprite utilized the Fader ‘s platform and voice to showcase to create the campaign.
‘THE CORNER THIS WEEKEND’
Sprite’s social media efforts include various concerts under the title, “The Corner This Weekend,” featuring performances by artists such as Vince Staples, Casey Veggies and most recently, Wale. They’ve also partnered with various brands including BET, to continue the legacy of 106 & Parks “Freestyle Friday,” Complex for “Movie Night,” and Nas’ Mass Appeal for “Rhythm Roulette,” where producers, such as Mannie Fresh, make beats on the spot.
HOW’S SPRITE CONNECTING?
The brand has the authenticity factor align with the culture, but how well is the campaign doing overall? I’ve only seen the commercials a handful of times, including taking the time to watch the select mini docs featuring the sponsored artists. I was hoping that the docs would be spread out over a period of time, giving each artist the chance to tell their stories and give inspirational tips in parts. Also, I really do love “The Corner This Weekend” series, only hoping that it would visit various cities.