Sprite’s Obey Your Verse campaign is back with 16 limited edition cans featuring lyrics from hip-hop artists Drizzy, Nas, Rakim, and Notorious B.I.G. “Legacy means everything to me,” Nas told Rap-Up, “When I wrote these lyrics, I never imagined my fans would someday have the opportunity to enjoy a can of Sprite and experience my art in a totally original way.”
Wieden + Kennedy, a New York based ad agency, and The Fader, a music publication, partnered to facilitate the licensing and clearing of the 16 lyrics, reported Bevnet. Additionally, four mini-documentaries have been made that will highlight both hip-hop legends and newcomers, such as Isaiah Rashad and Vince Staples. The Sprite-sponsored and The Fader produced documentaries were filmed in the artists’ hometowns and will be rolled out over the next few weeks.
Andy Cohen, president and publisher of The Fader told Bevnet, “Sprite has always embraced artists in very early stages in their career and [Isaiah Rashad and Vince Staples] are artists we identified as doing very interesting things especially with their lyrics, and were very true to themselves. That fits with what Sprite is and stands for as a brand.”
Obey Your Verse also helps enforce Sprite’s motto, “Obey Your Thirst.” According to the campaign’s website, "’Obey Your Thirst’ is a rallying cry to those who relentlessly follow their passions wherever they may lead. And Sprite knows this never-ending pursuit of self-expression leaves you with a deep physical thirst, the kind that can be satisfied with a Sprite.”
According to BevNet, Sprite and The Fader have a history that dates back to the mid-1990s, when Fader co-founder Rob Stone worked on the brand’s “Obey Your Thirst” campaigns in its early years. More recently, Sprite partnered with the magazine to produce a series of documentaries and photo galleries highlighting emerging musical talent out of South Africa.