Sprite has refreshed its iconic Obey Your Thirst campaign for the next generation of drinkers to celebrate their evolving desires. It empowers consumers to embrace their individuality and follow their passions.
Brian Rogers, Senior Director of Brand Marketing for Sprite North America, said this generation is bombarded with opinions and trends about how they should be living their lives. “As a brand deeply rooted in championing individuality and authenticity, Sprite recognizes the overwhelming pressure and impact this can have on the growth and ambitions of a younger generation. 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.”
NBA Star Anthony Edwards and the world’s fastest woman Sha’Carri Richardson, who are regarded for their unapologetically authentic and relentless selves, power Sprite in the latest campaign.
Anthony Edwards will recreate Grant Hill’s 1994 spot, alongside Hill himself, humorously nodding to the anti-advertising ethos that famously made Sprite a counter-culture brand. And Sha’Carri Richardson will feature in a new spot that reinterprets Obey Your Thirst for today’s generation, showing how she stays true to herself and defies societal expectations.
Said AP. Chaney, Senior Creative Director of Sprite North America, said they are all about amplifying their consumers, which comes down to really understanding and listening to what they want, both in life and from brands. “When considering our legacy, particularly in today’s landscape, the significance of our message to Obey Your Thirst resonates more powerfully than ever. There’s no more opportune moment to reintroduce the campaign, and no better approach than to showcase two inspiring figures who epitomize these values and demonstrate the importance of staying true to oneself.”
In addition, Sprite will introduce limited-edition packaging that features four unique Obey Your Thirst designs, including an on-pack experience created to inspire Sprite drinkers everywhere.
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