New Sprite Campaign Features 'Sprite-Sized Endorsers'

Sprite believes in the power of the lyricism of rap and hip-hop, and the company is also aware that leveraging its relationship to the industry is an excellent marketing tool.

In 2015, Sprite released its “Obey Your Verse” Lyrical Collection campaign, which featured lyrics on its products from rappers Drake, Nas, The Notorious B.I.G. and Rakim. In 2016, the campaign returned to feature products with lyrics by 2Pac, Missy Elliott and J. Cole. The campaign has also used lyrics by A Tribe Called Quest, KRS-One, Grandmaster Flash, Afrika Bambaataa, and more.

According to a press release, Sprite is strengthening its ties to the rap and hip-hop communities by printing rap lyrics on its 16-oz. cans and 20-oz. bottles during the summer of 2017 as part of its “Summer Sprite Cold Lyrics Series” campaign. The bottles and cans will feature lyrics from rappers Vince Staples, Lil Yachty, DRAM, Vic Mensa, Kamaiyah and Kap G.

People who may not ordinarily purchase Sprite might connect with certain bottles or cans because of a specific song lyric or featured artist, spurring them to buy the product.

The campaign also features “Sprite-sized Endorsers” i.e. digitized versions of the six rappers who will encourage fans to connect on Twitter, Instagram and Tumblr using the #WannaSprite hashtag (check out the video here). Not only does #WannaSprite encourage fans to connect on social media, it also gave them the opportunity to gain special access to the BET Experience at L.A. LIVE, which was held from June 22-25.

The idea to print lyrics on Sprite products is similar to Coca-Cola’s “Share a Coke” campaign, which personalizes Coke cans and bottles by printing different names on them. Coca-Cola even began to produce song lyrics on Coca Cola, Diet Coke, Coke Zero and Coca-Cola Life products in 2016 to endorse the “Share a Coke and a Song” campaign.

The “Summer Sprite Cold Lyrics Series” packaging will be sold all over the United States this summer.