Sprite Celebrates Hip-Hop Classic ‘Rapper’s Delight’
In honor of hip-hop’s 50th anniversary, Sprite Remixes Hip-Hop Classic ‘Rapper’s Delight’ of the genre’s most celebrated artists in a new summer campaign that will appear across TV, OTT, online video, and cinema. In addition to a spot featuring Long Island legend Rakim, Queensbridge lyricist Nas, and rising Memphis star GloRilla, the Coca-Cola brand is unveiling themed packaging and limited-time-only flavor Sprite Lemonade Legacy, the company’s remix of its OG crisp lemon-lime refresher inspired by fan requests on social media.
The ads — which are set to run on TV, OTT, and online video platforms — feature the rappers performing their hits on the same stages where they got their start. Sprite has tapped fans from its Sprite Way community to serve as openers at each show. In addition, each headliner will mentor these openers leading up to the show via a series of Zoom calls and other curated interactions. Sprite will also be promoting exclusive merch giveaways for each show.
Sprite has a long-standing connection to hip-hop. In 1986, the brand cast Kurtis Blow in its “Now More Than Ever” ad, becoming one of the first mainstream brands to embrace hip-hop in a national advertising campaign. Later, it teamed up with hip-hop icons, including LL Cool J and Kris Kross. In the 90s, the brand deepened its relationship with the genre through campaigns starring Pete Rock & C.L Smooth, A Tribe Called Quest, and Grand Puba (who reportedly coined the phrase “Obey Your Thirst”).
Sprites 2023 Campaign
Sprite continues its multi-year program “Thirst For Yours,” which showcases hip-hop tastemakers and innovators while supporting the dreams of young Black creators. The latest chapter of this platform, which kicked off in 2019, features the four rappers delivering a message to the next generation that you can do anything if you work hard and stay true to yourself.
To mark the campaign’s launch, Sprite will hold a series of live-stream concerts called “Live From The Label.” In conjunction with each show, the company will provide fans access to a special playlist of the headliners’ music and an opportunity to win merch and other content by scanning on-pack QR codes at a retail store.
In addition to the live stream shows, Sprite will host a “Festival of Food and Fun” at its Ferry Building marketplace in San Francisco on June 22. The event will celebrate peak-season produce with a lavish walk-around feast featuring seasonal ingredients from five summer plant families: berries, stone fruit, leaves and flowers, cucurbits, and melons. Proceeds from the event will support CUESA’s mission to cultivate a healthy food system.
