The original Obey Your Thirst campaign helped solidify Sprite as an iconic brand as well as a staple in the culture. 30 years later, we were tasked with recreating that same hype while bringing the attitude into a new era in a way that would resonate with a new generation.

We kicked it all off by teasing the upcoming relaunch with social and out of home billboards with messaging to set the tone leading up to its debut.

 

Following the debut of the TVCs, which featured the original star of the Obey campaign, Grant Hill, rising all-star, Anthony Edwards, and Olympian Sha’Carri Richardson, we leveraged social to bridge the gap between the past generations and new with rapid fire interviews, iconic conversations and behind the scenes footage from set.

 

In addition to the planned content, we amplified the Obey Your Thirst messaging on social with UGC that showed love to Sprite fans who embodied the Obey spirit fans have come to know and love.