For the second edition of the Obey Your Verse campaign, Sprite is getting a lyrical makeover from Tupac, J. Cole, and Missy Elliott
Via Advertising Age:
Sprite — which has deployed hip hop marketing since the days of Kurtis Blow — has struck a deal with the estate of the late Tupac Shakur for its newest campaign. The late hip hop icon’s lyrics will be featured on this year’s edition of the “Obey Your Verse Lyrical Collection.” The campaign features lyrics on Sprite packaging this summer, including from Missy Elliott and J. Cole. A total of 16 lyrics will be emblazoned on cans and bottles. Tupac’s lyrics include “keep ya head up” and “the gift of speech, the power to reach,” plus four others.
The campaign will include a TV ad by Wieden & Kennedy that is set to debut Monday as well as outdoor, radio, social and in-store ads. Sprite’s lyrical campaign is running concurrently with sibling brand Coca-Cola’s “Share a Coke and a Song” program that launched in April and involves putting more than 70 popular songs on cans and bottles. “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 artists with platforms to tell their most moving stories,” Bobby Oliver, director for Sprite & citrus brands for Coca-Cola North America, said in a statement.