Sprite excites consumers with ‘Obey Your Thirst’ campaign, targets Gen Zs
By Felicia Nwosu
Sprite, one of the leading carbonated soft drinks from the Coca-Cola family, has excited its teeming consumers with the launch of iconic ‘Obey Your Thirst’ tagline campaign aimed at capturing the younger generation popularly referred to as Generation Z.
This is to demonstrate its age-long commitment as a pioneer in the realm of innovation and ideation with endless evolution and growth while striving to impact generations of new consumers in today’s market.
According to Marketing Dive, the reasons behind the refreshing ‘Obey Your Thirst’ campaign is to pay homage to the original 1994 effort that established the brand’s ethos.
The latest campaign featured NBA player Anthony Edwards and sprinter Sha’Carri Richardson, the brand’s first woman athlete partner.
In the lead spot, Minnesota Timberwolves star Edwards is seen drinking Sprite and making a dunk. When an onlooker, shocked at Edwards’ beverage choice, sips Sprite and tries to make the same dunk, he clangs it into the rim and falls dramatically to the court.
“You want to hoop like Anthony Edwards? Practice. You want a refreshing drink? Obey your thirst,” the tagline reads.
Elaborating the idea behind the story of Sprite’s “journey, Brian Rogers, senior director of brand marketing for Sprite, explained that it is aimed at reaching a new generation of young consumers. He said the campaign comes as Sprite looks to maintain its position in a crowded soft drink market, which has seen increased marketing activity from PepsiCo’s lemon-lime Starry beverage and several others, as it thrives to sustain its core values as a leader in the category,
“Strategically, the audience that we have been after since 1994 has been experiencing more and more pressures,” the executive said. “You think about the youth of today, and the amount of pressure that they’re under cultural pressure, pressure to be like everyone else we felt like ‘Obey Your Thirst’, and what it means was right for this moment for that consumer.”
“There will always be competitors to enter this space,” Rogers said of the market. “I think we have a long heritage of speaking to this specific audience with what it means to be Sprite. ‘Obey your Thirst’ means a lot of things to millennials, and we have an opportunity to reintroduce it to a new generation of Sprite drinkers.”
RECOMMENDED ARTICLES
Comment
No comments found.