Sprite is adding new flavour to an iconic campaign with the debut of its Cold Lyrics Series featuring six rappers and limited-edition products.
The brand’s Wanna Sprite push from last fall has introduced a fresh layer, with the rollout of its Cold Lyrics Series featuring six notable rappers. The artiste roster includes Vince Staples, Lil Yachty, DRAM, Vic Mensa, Kamaiyah, and Kap G, who join the initiative as Sprite-sized Endorsers.
A nod to what it means to be authentic, transparent, and refreshingly honest, the summer effort will be supported by a marketing campaign by Wieden + Kennedy New York. The integrated exercise will entail television, digital, social, outdoor, radio, and in-store advertising elements.
The lyrics of each talent will live on social media and appear on 16-ounce cans and 20-ounce bottles, which will be available for a limited period at convenience and retail stores across the United States. Miniature figurine versions of the artistes also have been introduced as part of the tie-up.
From 26 June to August 28, fans stand to win prizes when they buy the limited-edition cans and bottles. After each purchase, consumers must log on to the official website using their mobile devices and scan a photo of the 16-ounce can lyric or 20-ounce bottle cap code to participate.
With each scan, contestants earn the chance to pick up one of more than 150 prizes each day, which include custom Xbox One S consoles, BMX bikes, instant cameras, pocket DJ mixers, wireless Bluetooth speakers, drones, neon signs as well as swag from Nike and GameStop, among others.
For the upcoming BET Experience at L.A. LIVE presented by Coca-Cola, the endorsers will use the brand’s digital channels to give fans special access to the fest. Followers can join the conversation by connecting through Twitter and Instagram using the hashtag #WannaSprite.
“We were one of the first brands to recognise the power of hip-hop more than 30 years ago. It has always celebrated authenticity and collaborated with a variety of emerging and legendary artists,” said Bobby Oliver, Director, Sprite & Citrus Brands at Coca-Cola North America.
Coca-Cola was a global winner of the 2016-2017 World Branding Awards in the Beverages – Softdrinks category.