*Sprite is bringing back its Obey Your Verse Lyrical Collection this summer, with limited-edition packaging to feature 16 song lyrics from 2Pac, Missy Elliott and J. Cole.
“We wanted to make sure we identified artists who represented our point of view of staying true to yourself, artists who stay true to who they are and what they want to represent. And we wanted a nice balance of artists that have longevity in hip hop and some with more recent appeal,” Bobby Oliver, director of Sprite & Citrus Brands, Coca-Cola North America, tells Billboard.
Launching later this month, the campaign will include lyrics from 2Pac’s “Keep Ya Head Up,” “When We Ride” and “Wake Me When I’m Free”; Missy’s “WTF (Where They From)” and “Hot Boyz”; and J. Cole’s “Grown Simba” and “Love Yourz” on 12- and 16-ounce cans, 20-ounce bottles, and 12-, 20- and 24-packs of 12-ounce cans.
“We wanted lyrics that are inspirational to our core fans, and something that can deliver a positive message and uplift people as they engage in the brand,” he says.
Last year’s inaugural Verse campaign, a spin on the beverage’s Obey Your Thirst slogan that debuted in 1994, featured Drake, Nas, Rakim and The Notorious B.I.G.
New with this year’s campaign is a tech enhancement that allows fans to use their mobile phones to access the Sprite brand website from June 20 through Aug. 15. A photo of the can will unlock a Sprite product offer, earn a music reward, and be entered for a chance to win autographed music memorabilia and a VIP concert experience.
The program will be supported with a marketing campaign including TV, outdoor, radio, digital, social, in-store advertising and an integration during the BET Experience @ L.A. Live, June 23-25. Outdoor ads will feature the likeness of each Obey Your Verse artist along with their respective packaging. A 30-second broadcast spot will debut in late June and include an appearance from Rakim.