The Obey Your Verse line-up by Sprite includes 16 inspirational lyrics from three hip-hop icons namely 2Pac, Missy Elliott, and J. Cole.
Sprite is set reintroduce its limited-edition Obey Your Verse Lyrical Collection which will feature three new iconic artistes and some of their most empowering lyrics on the brand’s summer packaging. The line-up includes 16 inspirational lyrics from hip-hop sensations 2Pac, Missy Elliott, and J. Cole.
On the heels of programme’s 2015 debut and success, the campaign’s upcoming second season chose artistes based on their reputation for remaining true to themselves through their music, storytelling, and impact on culture. The effort is a continuation of the Obey Your Thirst push that originated in 1994.
Scheduled to roll out later in the month, the lyrics are expected to appear on individual 12- and 16-ounce cans, 20-ounce bottles, and 12-, 20, and 24-packs of 12-ounce cans. Said merchandise will be available in stores and retail outlets across the United States while supplies last.
“From the moment Sprite tapped into hip-hop culture 30 years ago with our ad featuring Kurtis Blow, the brand has strived to celebrate self-expression and provide artistes with platforms to tell their most moving stories,” said Bobby Oliver, Director, Sprite & Citrus Brands at Coca-Cola North America.
The marque will celebrate the initiative across on its social channels throughout the summer, including the annual BET Experience at L.A. LIVE presented by Coca-Cola, which runs from 23-26 June 2016. Fans can join the conversation by participating on Twitter using the hashtag #ObeyYourVerse.
Meanwhile, from 20 June to 15 August, consumers can further immerse in the experience via innovative mobile technology enhancements soon launching on the official website. Participants can log on using their smartphones and snap a photo of the limited-edition cans to unlock a product offer.
Sprite customers stand to earn a music reward and be entered for a chance to win autographed music memorabilia and the ultimate VIP concert experience. The programme will be supported via an integrated marketing campaign which entails television, outdoor, radio, digital, social, and in-store components.
Outdoor advertising efforts will feature the likeness of each Sprite Obey Your Verse Lyrical Collection artiste along with their respective packaging. A 30-second spot debuts in late June, and will include a special appearance from Rakim, one of last year’s hip hop celebrities.
Coca-Cola was a winner at the World Branding Awards under the Beverages – Soft Drinks (Global) category during the programme’s 2014-2015 and the 2015-2016 installations.
