Each and every component every single choice and decision of a song matters when it comes to perfection. The popular soft drink, Sprite, has just come out with a new commercial that features the well-known rapper, Travis Scott. Today, Sprites presence within hip-hop culture isnt even questioned, becoming as integral to the culture as Timbaland or Adidas. Because it means something. "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. Ides. to suggest the malt liquor increased sexual prowess. In a turn of events too . Again, the successful marketing slogan "Obey your thirst" communicates these attributes. 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. Campaign features lyrics by Drake, Nas, The Notorious B.I.G. 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. Hip hop continued to evolve over the next 30 years. All Rights Reserved. The ads featured the artists clad in lemon-lime fare, rhymin about lymon. Joined by hip-hop talent, influencers and Spritebrand executives, the event will culminate with a panel discussion featuring Shane, Giscombe and Sprite Way talent, who will discuss their personal journeys and share how Spritehas helped advance their careers. 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. How to Implement a Healthy Content Moderation Strategy, Inside the changing data landscape in marketing, How marketers are preparing for a cookie-less world. Enter Sprite. 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. The Ultimate Guide to the Best Gatorade Flavors to Mix Together! The new campaign, christened "Obey Your Verse . On Friday, June 21, Sprite will host an exclusive media event celebrating Thirst For Yours at The Terrace at L.A. Live. 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. * {{Crossover}}: And a pretty left-field one, to say the least. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. Explore our Purpose & Vision, History and more. Sprite group director Aaliyah Shafiq said in a statement that this campaign, like previous ones, speaks to the drink's core fan base of 13- to 24-year-olds. February 27, 2023 equitable estoppel california No Comments . It took Afrika. The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". 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. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . 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. The early pioneers inspired a new generation of artists, and Sprite responded by showing their continued understanding and respect. 17. However, numerous YouTube videos show people Read more. In our premier episode, we examine the Sprite campaign that changed it all. * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. Get the Right Sprite. So how did Sprite maintain a relationship with artists? The drink was created Read more, If youre looking for the best energy drink to give you the extra boost you need, you cant go wrong Read more, Are you curious to know the size of a Red Bull can? The Sprite Obey Your Verse Lyrical Collection is a continuation of the Obey Your Thirst campaign, which originated in 1994. . Sprite Gives Nod to Hip Hop With 'Obey Your Verse' Campaign. "Sprite has always been incredibly focused on putting our community at the forefront. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. The TV spot will debut during Sundays broadcast of the BET Awards. An interesting PR case study is Coca Cola's Sprite 2004 "Obey Your Thirst" campaign planned by Ogilvy & Mather. Does Coca-Cola Taste Different Around the World? 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. Learn more about Thirst For Yours at Sprite.com, or follow @Sprite on Instagram, Twitter and Facebook and via the #ThirstForYours hashtag. (Cobbin later spearheaded the iconic, yet grammatically questionable, Boost Mobile Where You At? campaign.). Schultz. We wanted to pay respect to the music and the culture. The switch might mean the end of Sprite's " Obey your thirst" tagline, which has been in use since 1994. The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. Sprite has worked hard to acquire hip-hops loyalty through a genuine connection to the culture. * 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". Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. This sadhu might have left behind all attachments and renounced the world, but he could not let go of Sprite. Aliz and Hennessy, anyone? It focused on trying to steer consumers away from a DeconstructiveParody of the bane of materialism as well as of contemporary advertising, expressing that all their soda does is that, while drinking Sprite won't make you cool or give you superpowers, it ''will . It's authentic.. It's something that has lasted in the hood it's authentic., Principles for Sustainable Agriculture (PSA), What the Fanta Mystery Flavors and Campaign, Coca-Cola Christmas Caravan Twenty Fifth Anniversary, Coca-Cola Zero Sugar Invites Fans to #TakeATaste, Simply Mixology Raises the Bar of At-Home Mocktail & Cocktail Experiences, Sprite, Fresca, Seagrams, & Mark Ronson Madlib Music Connection. 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. 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. 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. This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. 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. Ever heard that catchy slogan for Sprite? 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 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. 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]]). 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. And while our fanbase hasnt changed over the years, the world around them has. So sorry 7UP.. Sprite comes in multiple flavors, including cranberry, . Nas has been partners with Sprite since his 1997 commercial hit TV screens, along with friend and rapper AZ appearing in the ad. TVTropes is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. So Sprite contacted Lowe & Partners/SMS, a New York based advertising For St. Ides, hip-hop was the brand campaign. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. Red Bull vs Rockstar: Which Energy Drink Reigns Supreme? 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. * 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. You may unsubscribe at any time. 3:12. The Sprite Obey Your Verse program will be supported with a robust . He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics. ** 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 article below is a work of fiction of unknown origin. 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. In the 1990s, the "I Like the Sprite in You" campaign included performances from hip-hop talent. "I just love looking through artifacts of political history. only for her to yell out "RUN!" Its how they built their business. "Blessed are they which do hunger and thirst after righteousness: for they shall be filled." . Unlike Sprites campaigns which were first jingles and still felt like commercials, even when elevated to trading hot bars for Obey Your Thirst. 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. Great Lymon Taste! Sprite will partner with the BET Experience at L.A. Live on June 21 and 22 for DJ Hed Presents Kicksperience sponsored by Sprite. Expect to see promo for the cans everywhere soon from television and radio advertisements, digital and social spots and a special collaboration with the BET Experience at LA Live June 23 through 25. 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. Sprite: Liquid Skittles. 'Obey Your . Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. 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. Sprite announced on Friday that it would tweak its "Obey Your Thirst" campaign to celebrate well-known lyrics by rappers. knew the ads, 83% said the same. Reagan paused briefly to take a sip of water. are nothing. In addition, Lil Yachty's song "Minnesota," featured in a Sprite television ad that featured professional basketball player LeBron James. 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). Thirst is everything. Quenching Your Thirst with Optavia Gatorade Zero: A Refreshingly Delicious Way to Stay Hydrated! This seasons bars come from Tupac, Missy Elliott and J. Cole. How Big is a Red Bull Can in Inches? Contests begin on June 20th. 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. 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. . The brand was introduced in 1987 and their rap campaigns launched in 1988. Obey Your Thirst. to remember one thing, and only one thing, it should be this: Speeches It sucks for hip-hop fans. Image, as it turns . Pertenence y es producida por The Coca Cola Company. He points out Tupacs inclusion as especially meaningfulto the collection. The messages the artists were communicating was often overlooked by the bold style and image. https://youtube.com/watch?v=MRbVTKU-6nQ%3Fstart%3D31. 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). 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 commercial was directed by Spike Jonze. Erica Sweeney Joker-big joker in the dick, you just a little spade (Damn), ayy. 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. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. When did the sprite Obey Your Thirst commercial come out? Original material is licensed under a Creative Commons License permitting non-commercial sharing with attribution. 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 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. 1. girl in sprite commercial. The campaign was the brain child of advertising executive Donald Rifkin, 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. The campaign was also famous for producing several Hip-Hop . crowd. | 8 a.m. 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. 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. 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 "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. 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. As you can imagine, the successful Sprite brand belongs to the Coca-Cola Company . Hip-hop was growing up, getting money and moving towards more sophisticated alcoholic beverage choices. As the family is running from the creepy sun character, the mother trips over a vacuum cleaner. 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. In our premier episode, we examine the Sprite campaign that changed it all. The drink was first created Read more, Dr. Pepper is a popular carbonated soft drink that is marketed as having a unique flavor. of the agency Lee Garfinkel along with the Creative Directors C.J. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. For better or for worse. 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. 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 . 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. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers. The documentary series is part of a new "Obey Your Thirst" campaign, which also involves the production of limited-edition soda cans featuring the lyrics of the Notorious B.I.G., Drake, Nas, and Rakim. 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. June 12, 2015. 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. An 80-second radio spot featuring Cube used a sample of Chucks voice without his permission. Sprite's connection to hip-hop began in 1986, when rapper Kurtis Blow made an appearance in a commercial. By By E.J. How many of your favorite celebs have flirted with cheeseburgers? The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability. "Obey Your Thirst" had more recent expressions, as well. Hip-hop rose during the post-industrial 1970s in the Bronx borough of New York City, and spread via block parties. Shaq had an endorsement deal with Pepsi at the time, and had also branched out to movies, books, and music, with mixed success. The aim was to represent their understanding of the genre and in turn the community. While the " Obey Your Thirst" theme remains the same, . After just one week, a surprisingly We dont go to the corner store no more, homie (save a brief return in the early aughts of Four Loko). Sprite is shifting gears as the brand posts solid sales results. * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. 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. 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 streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. ** 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 we examine the proximity in this ad, we can see that it is done very well. 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. "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 . 16. After 25 years, Coca-Cola Co.'s Sprite is moving from its "Obey Your Thirst" tagline to "Thirst for Yours" and from rap to hip-hop, AdAge . 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. thirst that absolutely just stuck in my head. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. 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 brands usage of rap petered out in the mid-90s after wide backlash and a series of lawsuits. tooth, and worse, wasn't catching on with the growing "Generation X" Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns The new sprite commercial features rapper Travis Scott. By the early 1990s Sprite decided it was time to deepen the exploration of their relationship with hip-hop. 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 . The Artist and The Empire will debut during the June 23rd telecast of the 2019 BET Awards and run across Sprites social and digital channels. #MusicSermon is a weekly series by Naima Cochrane that highlights the under-acknowledged and under-appreciated urban artists and sub-genres from the 90s and earlier. The Spark marks its first major campaign for Sprite in the US. The evolving and developing tastes of Gen Z is perhaps one reason for this change of direction. Sprite #ObeyYourVerse Campaign By: Leonard Brock By Justin Tune. Red Bulls elite Read more, There is no official record for drinking the most Red Bulls in three minutes. handles the entire Reebok campaign). 24. 1. We cover it all. We believe working at The Coca-Cola Company is an opportunity to build a meaningful career while helping us make a real difference on a global scale. 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. was growing long in the St. Ides run with hip-hop doesnt have the same happy ending as Sprites. 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. The FADER. The campaign came along when hip-hop was still very much in the background. Like many artists, funding his work wasnt easy, and remaining authentic while being sponsored was even harder. the match almost seemed too easy. * HeroicSacrifice: PlayedForLaughs in the "Sun Fizz" commercial. Look no further. Permissions beyond the scope of this license may be available from thestaff@tvtropes.org. Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. Hip-hop used to be this subcategory and almost a niche. Smooth, for its "Obey Your Thirst" campaign. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . 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. From underground parties to themost listened genre in the world, we take a look at the history of hip-hop, and Sprite. 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. Can you imagine the think pieces if that spot ran today? Vibe is a part of Penske Media Corporation. | 2 p.m. 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. 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. 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. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. Played straighter with the hip-hop ads, where the rappers work in Sprite plugs during their verses. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. 18. It's hard to get well-known sponsors sometimes for rap,"Rakim told writer Elliott Smith. They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. 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. Agency New York. The series seeks to tell unknown and/or forgotten stories that connect the dots between current music, culture and the foundations of the past. Homegirl in the background starting at the 10-second mark is a whole mood. 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. Color: The colors used in this are simple. Lowe and Partners (in 1993), headed by Chairman and Chief Creative Officer But this is one of those things, that when they called you tell your man 'I got a Sprite deal.' 13. This sucks. Its now a ubiquitous part of todays musical landscape. * SurprisinglyRealisticOutcome: A common theme throughout the ads. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. Are you a print subscriber? But in the early 90s, the genre was far from Madison Avenue-friendly. Because it means something. 0:30. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? 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 . Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. short turn-around for a campaign of this proportion, a series of TV and 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.