Sha'Carri Richardson Makes History as Sprite's
First Female Athlete Partner, Joining NBA Star Anthony Edwards for
New Creative
ATLANTA, April 18,
2024 /PRNewswire/ -- Sprite is reintroducing its
iconic Obey Your Thirst campaign to the next generation of
drinkers, with inspired new TV spots featuring two of today's
hottest athletes and exciting activations across limited time
packaging, digital experiences and sports partnerships.
First launched in 1994, Sprite's original Obey Your
Thirst campaign pushed boundaries by championing authenticity –
and its consumers – in a way other brands didn't. Now, Sprite is
continuing to empower consumers to embrace their individuality and
follow their passions with a new Obey Your Thirst
campaign that recognizes and celebrates the evolving desires
and receptiveness of today's audiences.
"Now more than ever, this generation is bombarded with opinions
and trends about how they should be living their lives," said
Brian Rogers, Senior Director of
Brand Marketing for Sprite North America. "As a brand deeply rooted
in championing individuality and authenticity, Sprite recognizes
the overwhelming pressure and impact this can have on the growth
and ambitions of a younger generation. With the revival of 'Obey
Your Thirst,' we're excited to introduce this timeless message
to Gen Z and inspire them to embrace their uniqueness and
confidently chart their own path."
Starring in the new creative are NBA Star Anthony Edwards, who
previously partnered with Sprite in 2022, and Sha'Carri Richardson,
the world's fastest woman and Sprite's first female athlete
partner. The inspiring young athletes embody the essence of Obey
Your Thirst, with both stars known for being unapologetically
authentic and relentless in their pursuit of self-expression and
excellence when it comes to their professions and passions.
Paying tribute to the original campaign, Anthony Edwards will recreate Grant Hill's 1994 spot, alongside Hill himself,
humorously nodding to the anti-advertising ethos that famously made
Sprite a counter-culture cultural brand. Sha'Carri Richardson will
appear in a new spot that reinterprets Obey Your Thirst for
today's generation, showcasing how she stays true to herself and
defies societal expectations, with a special cameo from her mother
and grandmother.
Said A.P. Chaney, Senior Creative
Director for Sprite North America: "We're all about amplifying our
consumers, which comes down to really understanding and listening
to what they want, both in life and from brands. When considering
our legacy, particularly in today's landscape, the significance of
our message to 'Obey Your Thirst' resonates more powerfully than
ever. There's no more opportune moment to reintroduce the campaign,
and no better approach than to showcase two inspiring figures who
epitomize these values and demonstrate the importance of staying
true to oneself."
Sprite will introduce limited-edition packaging that features
four unique Obey Your Thirst designs, including an on-pack
experience created to inspire Sprite drinkers everywhere. Fans who
scan the on-pack QR code will discover "Obey Days," a digital hub
of inspiration on Sprite.com across passions such as fashion, arts,
music, entertainment, sports and more. "Obey Days" will include
weekly content releases, including content from Anthony Edwards, Sha'Carri Richardson, and more,
with fans able to unlock exclusive access and rewards.
As part of the new campaign, Sprite will also be the presenting
sponsor for the Minnesota Timberwolves' first two NBA playoff
rounds.
For more details on the new Obey Your Thirst campaign,
visit Sprite.com and follow the brand on Instagram, Facebook,
X (Twitter) and YouTube.
About The Coca‑Cola Company
The Coca‑Cola Company (NYSE: KO) is a total beverage company
with products sold in more than 200 countries and territories. Our
company's purpose is to refresh the world and make a difference. We
sell multiple billion-dollar brands across several beverage
categories worldwide. Our portfolio of sparkling soft drink brands
includes Coca‑Cola, Sprite and Fanta. Our water, sports, coffee and
tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa,
Georgia, Gold Peak and Ayataka.
Our juice, value-added dairy and plant-based beverage brands
include Minute Maid, Simply, innocent, Del
Valle, fairlife and AdeS. We're constantly transforming our
portfolio, from reducing sugar in our drinks to bringing innovative
new products to market. We seek to positively impact people's
lives, communities and the planet through water replenishment,
packaging recycling, sustainable sourcing practices and carbon
emissions reductions across our value chain. Together with our
bottling partners, we employ more than 700,000 people, helping
bring economic opportunity to local communities worldwide. Learn
more at www.coca-colacompany.com and follow us on Instagram,
Facebook and LinkedIn.
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SOURCE Sprite