In the recent “Obey Your Thirst” ads by Coca-Cola’s Sprite brand, NBA player Anthony Edwards and Olympic sprinter Sha’Carri Richardson were seen enjoying the popular soft drink. This successful marketing campaign has pushed Sprite ahead of Pepsi to become the third most popular carbonated soft drink in the U.S, according to Beverage Digest data shared with Marketing Dive.
The revival of the “Obey Your Thirst” campaign, which originally debuted 30 years ago, has resonated well with consumers, especially with the younger generation. The brand’s focus on individuality and authenticity has struck a chord in a time where social media often promotes conformity.
Sprite’s partnerships with star athletes like Anthony Edwards and rising talents like Doechii have further solidified its connection with its audience. By aligning with figures that embody the “Obey Your Thirst” ethos, Sprite has been able to stay relevant and engage with consumers on a deeper level.
Picking winners
Sprite’s instinctual approach to selecting partners has led to successful collaborations with emerging subcultures and rising stars before they hit the mainstream. From hip-hop to women’s sports, Sprite has been at the forefront of cultural trends, solidifying its position as a brand that stays ahead of the curve.
Extending the brand
In today’s fragmented media landscape, Sprite has adapted its marketing strategies to include digital experiences like QR code activations and exclusive digital content through Sprite Squad. By engaging consumers in unique ways, Sprite continues to reinforce its brand values and connect with its audience on a more personal level.
With flavor innovations and strategic marketing efforts, Sprite is poised to strengthen its position in the soda market and play a significant role in Coca-Cola’s overall portfolio moving forward.