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In 1994, Coca-Cola’s Sprite launched its iconic “Obey Your Thirst” slogan and campaign.
The campaign focused on a bold message of individuality, and the slogan would be used on and off in the years to come.
In 1994, Lowe & Partners developed the concept of “Obey Your Thirst” and got a buy-in from the Coca-Cola executives.
Ad executives sought to build a campaign focused on consumers’ individuality and authenticity, which would help set Sprite apart from competitors like Mountain Dew and 7 Up.
“Obey Your Thirst” meaning would significantly influence the black community.
Grant Hill, the NBA star of the 90s, became the face of Sprite’s groundbreaking “Obey Your Thirst” commercial in 1994.
He was among the few stars who could give the authenticity younger people craved. The commercial cleverly showed a young man watching Grant Hill play basketball and sip a can of Sprite. You can see the young lad saying, “Is that Grant Hill? Is he drinking a Sprite?”
The ad ended by saying that if you want to be an NBA star, you must practice. And if you want to obey your thirst, you must drink a Sprite.
Sprite was able to link itself with basketball and youth culture by using the rising NBA star.
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Sprite’s “Obey Your Thirst” campaign did a great job targeting the hip-hop community and Black culture by featuring African American celebrities.
The campaign has featured Nas, LL Cool J, and A Tribe Called Quest alongside NBA stars Grant Hill and Kobe Bryant.
It has successfully tapped into the authenticity and defiance inherent in hip-hop culture. These values are promoted and loved in the black community.
Sprite to forge a genuine connection with blacks, who saw their experiences and aspirations reflected in the brand’s messaging.
Hip-hop culture was now in the mainstream in advertising thanks to Sprite.
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Wanting to play on the successful “Obey Your Thirst” campaign, Sprite launched the “Subliminal Thirst” campaign in 1997. This new campaign looked to make a playful parody of subliminal twists to the original version.
The ad team incorporated hidden messages in commercials and ventured into video games with innovative ad placements.
This forward-thinking tactic helped Sprite tap into younger audiences through emerging platforms.
It was a risk that paid off.
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In the early 2000s, Sprite introduced Miles Thirst.
Miles was an animated puppet-like character created by Crispin Porter + Bogusky. He was linked to the new generation of “Obey Your Thirst” commercials.
The animated mascot offered witty commentary on pop culture and sports across the digital media landscape.
Miles Thirst was most known for his relatable persona and clever insights.
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Sprite decided to retire the “Obey Your Thirst” tagline in 2006.
However, after a decade of silence, the slogan made a nostalgic comeback in 2015.
The Coca-Cola Company enlisted Drake and Nas, famous hip-hop artists, and NBA star LeBron James, hoping to recreate the magic of the original campaign with the newer generation.
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The slogan inspired numerous parodies and references across various media.
In 2015, Sprite cleverly built upon this legacy with their “Obey Your Verse” campaign. This campaign launched limited-edition cans adorned with lyrics from renowned rap artists.
It helped reinforce the brand’s image of hip-hop culture.
In April 2024, Sprite revived its iconic “Obey Your Thirst” tagline with a new campaign to reach Gen Z consumers.
This new campaign features NBA player Anthony Edwards and sprinter Sha’Carri Richardson, the first time Sprite has partnered with a female athlete. Richardson has been featured in a new Sprite commercial showcasing her individuality and the authenticity that Sprite is looking to convey.
The new campaign has focused on TV spots, packaging, sports partnerships, and a digital experience.
It pays homage to the original 1994 campaign while addressing the increased pressures today’s youth face.
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