New Sprite Campaign Features Drake Lyrics on Cans
This summer Sprite isn’t only satisfying your thirst but also inspires you with lyrics from big rap names such as Drake, Nas, Rakim and Notorious B.I.G.
The new 30 second spot, which got debuted at the NBA Finals, consists of footage from Drake and Nas' concert for the citrus soda during NBA All-Star Weekend in February at New York's Irving Plaza.
The marketing campaign with the catchy phrase "Obey your thirst” and the campaign name “Obey your Verse” isn’t Sprite’s first involvement in the hip hop business. It began back in 1986 with a commercial that featured Harlem rapper Kurtis Blow. Since then they had hip hop icons on the record such as A Tribe Called Quest, KRS-One, Grand Puba and Pete Rock & C.L. Smooth.
Kimberly Paige, Vice President, Sprite Brands and Flavors, Coca-Cola North America states: “Sprite recognized and respected the power of hip-hop early, and it became a part of the brand's essence decades ago.”
Nas who features the limited edition cans with quotes such as “The Worls is Yours”, “Live with it and love it” and “Living longevity to the destiny” discusses the corporate branding deal in the following statement:
“Legacy means everything to me. When I wrote these lyrics, I never imagined my fans would someday have the opportunity to enjoy a can of Sprite and experience my art in a totally original way.”
With 16 different lyrics lines on the can, the limited edition also features Rakim with “Speak the truth”, Biggie with “Lyrically I’m supposed to represent” and campaigns main presenter Drake with “Know yourself, know your worth” and “Started from the bottom”
Check out the spot below: