How Sprite Resurrected 'Obey Your Thirst' to Connect with Gen Z

Sprite has brought back its famous "Obey Your Thirst" tagline with a new campaign launched today, April 18. This campaign is a tribute to the original one from 1994 that defined the brand's identity. The latest campaign from the Coca-Cola brand features NBA player Anthony Edwards and sprinter Sha'Carri Richardson, the brand's first female athlete partner. It includes TV commercials, new packaging, sports partnerships, and a digital experience.

In the main commercial, Anthony Edwards from the Minnesota Timberwolves is shown enjoying a Sprite before making a spectacular dunk. When someone watching is surprised by his choice of drink and tries to copy the dunk after drinking Sprite, they miss the shot and fall dramatically to the ground.

“You want to hoop like Anthony Edwards? Practice. You want a refreshing drink? Obey your thirst,” NBA Hall of Famer Grant Hill says in voiceover. 

The new commercial pays homage to the original 1994 campaign, featuring Hill reprising his role as Edwards. This nostalgic throwback to the first "Obey Your Thirst" ad, which was later replaced by the "Thirst for Yours" campaign in 2019, is part of Sprite's ongoing efforts to connect with a new generation of young consumers. Brian Rogers, the senior director of brand marketing for Sprite, views this as a crucial step in the brand's evolution.

Rogers shared that since 1994, Sprite has been targeting a specific audience that has been facing increasing pressures. With today's youth feeling the weight of cultural expectations and the need to conform, the message behind "Obey Your Thirst" resonates strongly with this demographic. The campaign's significance aligns perfectly with the challenges young consumers face in the current cultural climate.

Sprite is launching a new campaign to stay competitive in the crowded soft drink market. PepsiCo's lemon-lime Starry beverage and healthier options like Olipop have been increasing their marketing efforts. Starry, which replaced Sierra Mist in PepsiCo's lineup, has been heavily promoting itself through a Super Bowl commercial this year, focusing on hip-hop and basketball - two themes that have always been important in Sprite's "Obey Your Thirst" marketing.

Rogers, a spokesperson for Sprite, acknowledges the competition in the market but believes in Sprite's long history of connecting with its target audience. He emphasizes that "Obey Your Thirst" holds different meanings for millennials and sees an opportunity to reintroduce it to a new generation of Sprite drinkers.

The campaign not only features the Edwards spot, but also a spot starring world’s-fastest-woman Richardson. Additionally, there is a presenting sponsorship for the Timberwolves’ first two playoff rounds and limited-edition packaging that includes a QR code-powered digital experience called "Obey Days."

"Obey Days" is designed to encourage consumers to ‘Obey Your Thirst,’ according to Rogers. By scanning the QR code, you can register and every Thursday you'll be able to log in. You will receive a message from A.E. or someone associated with Sprite about how to be yourself and authentic in every aspect of your life.

Editor's P/S:

The revival of Sprite's iconic "Obey Your Thirst" tagline evokes a sense of nostalgia and a reminder of the brand's longstanding cultural significance. The campaign's emphasis on individuality and embracing one's passions resonates deeply with a generation facing societal pressures to conform. The return of NBA legend Grant Hill further strengthens the campaign's nostalgic appeal, bridging the gap between generations and reinforcing the brand's enduring relevance.

Sprite's strategic move to relaunch its iconic tagline also highlights the competitive nature of the soft drink market. With new entrants like Starry and Olipop vying for consumer attention, Sprite's decision to revisit its roots demonstrates a commitment to staying relevant and connecting with its target audience. The brand's understanding of its core demographic and the challenges they face positions it as a trusted companion, encouraging them to embrace their individuality and pursue their passions.