Sprite is Reviving Its Obey Your Thirst Campaign for a New Generation
Laura McQuarrie — April 24, 2024 — Marketing
References: bleedingcool & packagingnews
The Coca-Cola Company is reviving Sprite's Obey Your Thirst from the 90s and the relaunched campaign for a new generation includes new ads timed for the NBA Playoffs and limited-edition packaging. In all, there are four Obey Your Thirst designs to discover, each of which points consumers to an on-pack experience. By scanning the QR code, drinkers will be directed to a digital hub called Obey Days, complete with fashion, arts, music, sports and entertainment.
Brian Rogers, senior director of brand marketing for Sprite North America, says “With the revival of Obey Your Thirst, we’re excited to introduce this timeless message to Gen Z and inspire them to embrace their uniqueness and confidently chart their own path.”
The new creative pays tribute to Grant Hill's 1994 campaign by featuring Hill and referencing the anti-advertising approach that made Sprite a counter-culture icon.
Brian Rogers, senior director of brand marketing for Sprite North America, says “With the revival of Obey Your Thirst, we’re excited to introduce this timeless message to Gen Z and inspire them to embrace their uniqueness and confidently chart their own path.”
The new creative pays tribute to Grant Hill's 1994 campaign by featuring Hill and referencing the anti-advertising approach that made Sprite a counter-culture icon.
Trend Themes
1. Revived Brand Campaigns - Sprite is reviving its iconic Obey Your Thirst campaign from the 90s to connect with a new generation of consumers through limited-edition packaging and digital experiences.
2. QR Code Engagement - Drinkers can scan QR codes on Sprite's packaging to access a digital hub called Obey Days, offering a blend of fashion, arts, music, sports, and entertainment experiences.
3. Brand Tributes and Nostalgia - The new creative direction of Sprite's campaign pays homage to Grant Hill's 1994 promotion, celebrating the brand's history and countercultural roots.
Industry Implications
1. Beverage - The beverage industry can leverage revived brand campaigns like Sprite's Obey Your Thirst to captivate new audiences and strengthen brand loyalty.
2. Packaging - Innovative packaging solutions incorporating QR codes for interactive experiences, as seen in Sprite's campaign, can enhance consumer engagement and brand storytelling.
3. Marketing and Advertising - Marketers and advertisers have an opportunity to explore nostalgic brand tributes for iconic campaigns, tapping into consumer emotions and connecting with diverse audience segments.
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