Sprite has launched a summer-long campaign celebrating some of the Hip-Hop's biggest icons featuring a series of limited edition cans printed with a selection of their most inspirational lyrics.
The all-new inaugural "Obey Your Verse" Lyrical Collection is composed of 16 different limited-edition packaging designs standing positive and inspirational words from rap musicians such as Drake, Nas, Notorious B.I.G. and Rakim.
The selection of the artists was made based on their reputation for being true to themselves through their #Music.
Nas had lent poetic words from "If I Ruled the World", "It Ain't Hard to Tell", "My Generation" and "The World Is Yours". Notorious B.I.G's classic "One More Chance" is quoted, while Rakim's lyrics were chosen from "Microphone Field", "Follow the Leader", "Paid in Full" and "Waiting for the World to End".
Each artist lyrics will appear on individual cans and bottles, which are available now in stores in US through the end of summer.
The first campaign of this series was originated in 1994, named Obey Your Thirst. Over the years Sprite had made a lot of creative campaigns featured by Hip-Hop icons like A Tribe Called Quest, KRS-One, Grand Puba, Pete Rock & C.L. Smooth, Grandmaster Flash and Afrika Bambaataa, as well as contemporary greats like Drake, Nas, Missy Elliott, Common and Fat Joe.
Reinforcing the message of each artist, alongside with its exclusive packaging, the Sprite "Obey Your Verse" Lyrical Collection has also presence with billboards and other street advertisement, as well as
In a press release, Kimberly Paige, vice-president of Sprite Brands and Flavors of Coca-Cola North America, said that Sprite recognized and respected the power of Hip-Hop early and it became a part of the brand's essence decade ago. By honoring and recognizing great lyricism from some of the genre's biggest icons on their product packaging, the brand is demonstrating that continues supporting Hip-Hop artists that remain true to themselves.