Sprite is launching a new ad campaign, "Obey Your Verse," which features rap quotables on Sprite cans.
Sprite has always had a connection to rap music. As an advertiser, they were one of the first brands to promote their product with the assistance of rappers, and to specifically target an urban audience in so doing. Not only that, but when most brands did try to incorporate rappers into their ad campaigns they went the mainstream, pop-friendly route, whereas Sprite tapped more credible, "real" hip-hop artists such as Curtis Blow and Heavy D. Thus it may come as no surprise that they're digging into their hip-hop roots once more with their latest ad campaign, "Obey Your Verse."
In a press release today, Sprite announced the new campaign which will feature limited edition cans of the beverage with a host of rap lyrics, both classic and modern. You'll find Drake's "Started from the bottom" and you'll also find Rakim's "Thinking of a master plan." Sprite says when choosing the artists for the campaign, they considered "their reputation for being true to themselves through their music and advancing the culture."
The 16 different can designs will be available through out the summer. Nas, who was also an artist picked (alongside Drake, Rakim and Biggie), commented on the gesture, "Legacy means everything to me," he says. "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."
Check out the lyrics you can expect to see on Sprite cans above.