What's Happening?
Sprite has relaunched its iconic 'Obey Your Thirst' campaign, originally introduced in 1994, with a new focus on addressing micro- and macro-aggressions faced by Black and Brown athletes. The latest campaign features Philadelphia Eagles quarterback and Super Bowl MVP Jalen Hurts, who embodies the spirit of quiet defiance. The ad, titled 'Success Hurts,' showcases Hurts maintaining composure amidst scrutiny, highlighting the pressures athletes face. AP Chaney, senior creative director at Coca-Cola, emphasizes the campaign's aim to spark conversations about these challenges. Sprite's approach contrasts with previous bold campaigns, opting for a more restrained and introspective tone.
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Why It's Important?
The revival of 'Obey Your Thirst' reflects Sprite's commitment to addressing social issues and supporting athletes who face racial scrutiny. By partnering with Jalen Hurts, Sprite aligns itself with a cultural narrative that resonates with younger audiences, particularly Gen Z, who value authenticity and social consciousness. This campaign could strengthen Sprite's brand identity and appeal to consumers seeking brands that engage with societal challenges. The collaboration with Hurts, known for his quiet confidence, offers a fresh perspective on the brand's message, potentially enhancing its cultural relevance.
What's Next?
Sprite plans to continue its partnership with Jalen Hurts, rolling out more content across various platforms. The campaign's success could lead to further collaborations with athletes who embody the 'Obey Your Thirst' spirit. Sprite's strategic expansion into the NFL, alongside its historic ties to basketball culture, may broaden its audience and increase brand loyalty. The campaign's impact on Sprite's market presence and consumer engagement will be closely monitored as it unfolds.
