Suki Wong

### Sprite "Obey Your Thirst" Marketing Strategy

**Sprite's "Obey Your Thirst"** campaign is one of the most iconic and successful marketing strategies in the history of soft drinks. Launched in 1994, this campaign aimed to position Sprite as the beverage of choice for a younger, more independent-minded audience.

#### Introduction

The "Obey Your Thirst" campaign was developed by the advertising agency Lowe & Partners, led by Chief Creative Officer Lee Garfinkle. The slogan was designed to resonate with a generation that valued individuality, authenticity, and a rebellious spirit⁶. The campaign marked a significant departure from traditional advertising messages, which often relied on aspirational imagery and celebrity endorsements.

#### Content of Strategy

The core elements of the "Obey Your Thirst" strategy included:

1. **Empowerment and Authenticity**:

   - The campaign encouraged consumers to trust their instincts and make choices that aligned with their true desires. This message of empowerment and authenticity was a key factor in its appeal to the youth demographic⁸.

2. **Celebrity Endorsements**:

   - Unlike traditional endorsements, the campaign featured rising stars from the worlds of hip-hop and basketball, such as NBA stars and hip-hop artists. These figures embodied the values of independence and defiance that the slogan represented⁶.

3. **Cultural Relevance**:

   - The campaign tapped into cultural trends and movements, making it highly relevant to its target audience. By aligning with the hip-hop culture and the growing popularity of basketball, Sprite was able to connect deeply with young consumers⁶.

4. **Innovative Advertising**:

   - The commercials were known for their irreverent and witty tone. They often featured humorous and unexpected scenarios that highlighted the refreshing nature of Sprite while reinforcing the campaign's core message⁶.

#### Results

The "Obey Your Thirst" campaign was a resounding success. It not only boosted Sprite's sales but also solidified its position as a leading brand among young consumers. The slogan became a cultural phenomenon, leaving a lasting impact on popular culture and advertising⁶.

#### Sprite Commercials Around the World

The success of the "Obey Your Thirst" campaign led to its adaptation and localization in various markets around the world. Here are some notable examples:

1. **United States**:

   - The original campaign featured prominent NBA players and hip-hop artists, creating a strong connection with American youth culture⁶.

2. **China**:

   - The campaign was localized to resonate with Chinese consumers, featuring local celebrities and adapting the message to fit cultural nuances².

3. **Europe**:

   - In Europe, the campaign maintained its core message of individuality and authenticity, while incorporating local elements to appeal to diverse audiences¹.

4. **Latin America**:

   - The campaign in Latin America often featured vibrant and energetic visuals, reflecting the lively culture of the region².

Overall, the "Obey Your Thirst" campaign's global reach and adaptability contributed significantly to Sprite's brand equity and market presence worldwide.

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If you have any more questions or need further details, feel free to ask!

來源: 與 Copilot 的交談， 2024/8/1

(1) The Untold Story Of Sprite's "Obey Your Thirst" Slogan. https://www.historyoasis.com/post/obey-your-thirst.

(2) History of Obey Your Thirst Slogan: A Look Back at a Classic Campaign. https://historynexus.com/history-of-obey-your-thirst-slogan/.

(3) ‘Heat Happens’: Sprite Launches First-Ever Global Brand Platform, Refreshes Visual Identity – News & Articles - The Coca-Cola Company. https://www.coca-colacompany.com/media-center/heat-happens-sprite-launches-first-ever-global-platform.

(4) SPRITE SAYS ‘LET’S BE CLEAR’ WITH FIRST EVER GLOBAL MARKETING CAMPAIGN | Coca-Cola European Partners - Great Britain. https://www.cocacolaep.com/gb/news/2021/sprite-says-lets-be-clear-with-first-ever-global-marketing-campaign/.

(5) Brand: Sprite • Ads of the World™ | Part of The Clio Network. https://www.adsoftheworld.com/brands/sprite.

(6) Sprite launches first global campaign | Ad Age. https://adage.com/creativity/work/sprite-debuts-its-first-global-campaign-more-50-countries/2344571.

(7) Sprite TV Commercials - iSpot.tv. https://www.ispot.tv/brands/d_1/sprite.

(8) Why Sprite brought back ‘Obey Your Thirst’ to reach Gen Z. https://www.marketingdive.com/news/sprite-obey-your-thirst-relaunch-anthony-edwards-gen-z-campaign/713462/.

(9) Advertising & Marketing Technology News | Ad Age - Sprite shelves ‘Obey Your Thirst' after 25 years as it updates its hip-hop marketing. https://adage.com/article/cmo-strategy/sprite-shelves-obey-your-thirst-after-25-years-it-updates-its-hip-hop-marketing/2179111.

### Sprite "Obey Your Thirst" Campaigns for Sprite Super Lemon, Sprite Ice, and Sprite on Fire

The **"Obey Your Thirst"** slogan has been a cornerstone of Sprite's marketing strategy, emphasizing individuality, authenticity, and a refreshing experience. This slogan was also used in the marketing campaigns for Sprite Super Lemon, Sprite Ice, and Sprite on Fire, each highlighting the unique qualities of these variants.

#### Sprite Super Lemon

**Sprite Super Lemon** was marketed with a campaign that emphasized its intense lemon flavor. The commercials often featured vibrant and energetic visuals, depicting people enjoying the zesty and refreshing taste of Sprite Super Lemon. The tagline "Obey Your Thirst" reinforced the idea of embracing bold flavors and making authentic choices¹.

#### Sprite Ice

**Sprite Ice** was introduced with a campaign that highlighted its unique cooling sensation. The commercials used icy and frosty visuals to emphasize the refreshing nature of the drink. The "Obey Your Thirst" slogan encouraged consumers to trust their instincts and choose the refreshing, cool taste of Sprite Ice, especially in hot environments¹.

#### Sprite on Fire

**Sprite on Fire** featured a campaign that focused on its distinctive spicy ginger flavor. The commercials often depicted dramatic and fiery visuals, showcasing the intense and bold taste of the drink. The "Obey Your Thirst" slogan was used to encourage consumers to embrace the unique and daring flavor of Sprite on Fire, appealing to those who seek new and exciting experiences¹.

###How commercial reflect the slogan

In the **Sprite "Obey Your Thirst"** commercials, the actions of the actors are carefully designed to reflect the slogan's message of individuality, authenticity, and refreshing spontaneity. Here are some ways in which the actors' actions embody the slogan:

### Sprite Super Lemon

In the **Sprite Super Lemon** commercials, actors often react dramatically to the intense lemon flavor:

- **Facial Expressions**: Actors scrunch their faces in response to the sour taste, emphasizing the bold and zesty nature of the drink. This reaction highlights the idea of embracing strong, authentic experiences.

- **Energetic Movements**: The commercials feature lively and dynamic scenes, such as people dancing or playing sports, to convey the refreshing and invigorating effect of Sprite Super Lemon. This aligns with the slogan by encouraging viewers to follow their instincts and enjoy life to the fullest.

### Sprite Ice

For **Sprite Ice**, the commercials focus on the cooling sensation of the drink:

- **Cooling Relief**: Actors are shown in hot environments, visibly relieved and refreshed after drinking Sprite Ice. This action underscores the slogan by showing how the drink satisfies their immediate thirst and need for refreshment.

- **Icy Visuals**: The use of frosty and icy visuals, along with actors' reactions to the coolness, reinforces the idea of trusting one's instincts to choose a drink that provides instant relief and refreshment.

### Sprite on Fire

In the **Sprite on Fire** commercials, the emphasis is on the spicy ginger flavor:

- **Surprised Reactions**: Actors often show surprise and excitement when they first taste the spicy kick of Sprite on Fire. This reaction highlights the unique and daring nature of the drink, encouraging viewers to embrace new and bold experiences.

- **Fiery Imagery**: The commercials use fiery visuals and intense scenarios to reflect the drink's spicy flavor. Actors' enthusiastic and adventurous actions align with the slogan by promoting the idea of following one's desires and trying something different.

### General Themes

Across all these variants, the commercials share common themes that reflect the "Obey Your Thirst" slogan:

- **Authenticity**: Actors are portrayed in genuine, relatable situations, emphasizing the importance of being true to oneself.

- **Spontaneity**: The commercials often depict spontaneous and joyful moments, encouraging viewers to act on their impulses and enjoy refreshing experiences.

- **Empowerment**: By showing characters confidently choosing Sprite and enjoying its unique flavors, the commercials empower viewers to make their own choices and trust their instincts.

These elements collectively reinforce the "Obey Your Thirst" message, making the commercials memorable and impactful.

If you have any more questions or need further details, feel free to ask!

來源: 與 Copilot 的交談， 2024/8/1

(1) Sprite Reimagines Legendary Obey Your Thirst Campaign with Modern Icons Anthony Edwards and Sha’Carri Richardson - The Coca-Cola Company. https://www.coca-colacompany.com/media-center/sprite-reimagines-legendary-obey-your-thirst-campaign-with-modern-icons-anthony-edwards-and-shacarri-richardson.

(2) Sprite Brings Back Iconic ‘Obey Your Thirst’ Campaign - DesignRush. https://www.designrush.com/news/sprite-remakes-grant-hill-sprite-ad-with-anthony-edwards.

(3) Why Sprite brought back ‘Obey Your Thirst’ to reach Gen Z. https://www.marketingdive.com/news/sprite-obey-your-thirst-relaunch-anthony-edwards-gen-z-campaign/713462/.

### Global Reach and Adaptation

The "Obey Your Thirst" slogan was adapted for various markets around the world, ensuring that the message resonated with local audiences. Each campaign was tailored to reflect cultural nuances and preferences, making the slogan a global success.

### Impact

The use of the "Obey Your Thirst" slogan in these campaigns helped to reinforce Sprite's brand identity as a refreshing and authentic choice. It successfully captured the attention of the target audience, boosting sales and solidifying Sprite's position in the market.

If you have any more questions or need further details, feel free to ask!

來源: 與 Copilot 的交談， 2024/8/1

(1) ‘Heat Happens’: Sprite Launches First-Ever Global Brand Platform, Refreshes Visual Identity – News & Articles - The Coca-Cola Company. https://www.coca-colacompany.com/media-center/heat-happens-sprite-launches-first-ever-global-platform.

(2) Zero Sugar, 100% Sprite: Global Campaign Shows How Sprite Zero Sugar Sticks to the Essentials of Refreshment - The Coca-Cola Company. https://www.coca-colacompany.com/media-center/sprite-zero-sugar-gets-makeover-keeps-essentials.

(3) 'Heat happens', says Sprite as it introduces new visuals and revamped logo - Marketing-Interactive. https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat.

(4) Sprite reveals new 'Stay cool' campaign - VIR. https://vir.com.vn/sprite-reveals-new-stay-cool-campaign-100620.html.

(5) Sprite Marketing Strategy 2024: A Case Study – Latterly.org. https://www.latterly.org/sprite-marketing-strategy/.

(6) 360° Guide to Marketing Strategy of Sprite - 2024 | IIDE. https://iide.co/case-studies/marketing-strategy-of-sprite/.

(7) WATCH: Sprite revives ‘Obey Your Thirst’ campaign - Mobile Marketing Magazine. https://mobilemarketingmagazine.com/sprite-campaign/.

(8) SPRITE SAYS ‘LET’S BE CLEAR’ WITH FIRST EVER GLOBAL MARKETING CAMPAIGN | Coca-Cola European Partners - Great Britain. https://www.cocacolaep.com/gb/news/2021/sprite-says-lets-be-clear-with-first-ever-global-marketing-campaign/.

(9) Sprite launches first global campaign | Ad Age. https://adage.com/creativity/work/sprite-debuts-its-first-global-campaign-more-50-countries/2344571.

(10) Sprite "Obey Your Thirst" Commercial (1996). https://www.youtube.com/watch?v=OEWnUYcO36E.

(11) 1994 hip-hop Sprite soda TV ad "Obey Your Thirst". https://www.youtube.com/watch?v=XqZNEjmsQaw.

(12) Sprite Basketball Obey Thirst commercial 1995. https://www.youtube.com/watch?v=9ng3yEwQFno.

(13) The Untold Story Of Sprite's "Obey Your Thirst" Slogan. https://www.historyoasis.com/post/obey-your-thirst.

(14) Why Sprite brought back ‘Obey Your Thirst’ to reach Gen Z. https://www.marketingdive.com/news/sprite-obey-your-thirst-relaunch-anthony-edwards-gen-z-campaign/713462/.

(15) History of Obey Your Thirst Slogan: A Look Back at a Classic Campaign. https://historynexus.com/history-of-obey-your-thirst-slogan/.

(16) Sprite Slogan And Tagline [ UPDATED: 2024 ]. https://sloganandtagline.com/sprite-slogan-and-tagline/.

(17) PepsiCo to launch lemon-lime soda Starry to target Gen Z | Ad Age. https://adage.com/article/marketing-news-strategy/pepsico-launch-lemon-lime-soda-starry-target-gen-z/2462021.

(18) Sprite Becomes Billion-dollar Brand in Indian Market. https://www.indianretailer.com/news/sprite-becomes-billion-dollar-brand-indian-market.