Sprite’s “Thirst For Yours”: Empowering Hip-Hop’s Creative Revolution
Background: In an era where authenticity and community engagement are paramount, Sprite recognized an opportunity to connect with its audience in a truly meaningful way. The brand sought to go beyond traditional marketing and become a catalyst for creativity within the hip-hop community.
Challenge: Sprite aimed to position itself as more than just a refreshing beverage – it wanted to be a platform for empowerment and artistic expression. The challenge was to create a campaign that would resonate deeply with hip-hop culture while providing tangible opportunities for emerging talents.
Strategy: Sprite developed the “Thirst For Yours” platform, built on the core principle of “PUT CREATORS AND ARBITERS OF HIP HOP IN CONTROL!” This strategy focused on:
- Elevating audience voices and dreams
- Enabling creative boundary-pushing within hip-hop
- Crowd-sourcing talent for collaborative projects
- Providing resources and exposure for emerging artists
Execution: The “Thirst For Yours” campaign was a multifaceted approach that included:
- TV spots highlighting hip-hop culture and creativity
- Engaging social media content featuring emerging artists
- Influencer partnerships to amplify the message
- Outdoor advertising in key urban markets
- Experiential activations at cultural events in music, art, film, and fashion
A cornerstone of the campaign was a collaboration with UPROXX to create a music video for Sprite Way Artist, Moxie Knox. This project involved:
- Crowd-sourcing diverse talents including musicians, designers, artists, photographers, producers, stylists, editors, graphic artists, makeup artists, and entrepreneurs
- Providing mentorship from industry experts
- Documenting the creative process from start to finish
- Hosting a final release party to celebrate the completed project
Conclusion: Sprite’s “Thirst For Yours” campaign demonstrated the power of brand purpose and community engagement. By putting the creative control in the hands of its audience, Sprite successfully transformed from a beverage brand into a cultural facilitator. This approach not only strengthened brand loyalty but also made a tangible impact on the lives of emerging artists within the hip-hop community. UM Coca-Cola Studios team took home the Gold UM Momentum Award for Sprite Campaign!
My role: Developed and executed content for “Thirst For Yours” featured a series of TV spots, social media content, influencer engagement, outdoor advertising, and experiential activations tapping into key cultural moments within the spaces of music, art, film, and fashion.
Moxie Knox’s ‘Love Me Right’ Video Showcases The Power Of Collaboration
