Popular soda brand Sprite is relaunching its iconic "Obey Your Thirst" campaign, this time targeting Gen Z consumers.
The campaign originally debuted in 1994 with a commercial that starred NBA Hall of Famer Grant Hill.
This time, it features the basketball league’s rising star Anthony Edwards, who was the first overall pick of the Minnesota Timberwolves during the 2020 Draft.
During his playing days, Hill was known for his alley-oop dunks, while Edwards was called “the best in-game dunker in the league today” by CBS Sports.
The parallel in Sprite’s chosen endorsers can’t be missed.
This new version of “Obey Your Thirst” was launched with a 30-second spot that is also very similar to the original.
Following the same script, we see Edwards practicing in an empty gym. He drinks Sprite, then proceeds to showcase one of his famous dunks, as a teen looks on in amazement.
“AE drinks Sprite… AE drinks Sprite!” the boy’s thoughts could be heard.
We then see a split screen of the two drinking Sprite.
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Now full of confidence and determination, the teen attempts to dunk like his idol, but comically falls short by just a tiny bit.
“You want to hoop like Anthony Edwards? Practice. Do you want a refreshing drink? Obey your thirst,” Hill says.
The two-time Olympic gold medalist then went up to Edwards and said, “I tried to tell him, man.” Edwards replies with a chuckle, “I know.”
The spot ends with the screen showing a basketball, a bottle of Sprite, and the campaign tagline, “Obey Your Thirst.”
Fresh Faces for a New Generation
The Coca-Cola brand hopes Edwards's on-court charisma will resonate with Gen Z, a demographic known for valuing self-expression amid the growing opinions and trends on social media and the internet.
"As a brand deeply rooted in championing individuality and authenticity, Sprite recognizes the overwhelming pressure and impact this can have on the growth and ambitions of a younger generation,” Brian Rogers, senior director of brand marketing for Sprite North America, said in a press release.
“With the revival of 'Obey Your Thirst,' we're excited to introduce this timeless message to Gen Z and inspire them to embrace their uniqueness and confidently chart their own path,” he added.
Coinciding with Sprite’s launch of its latest campaign is the announcement that, just like Hill, Edwards will also get to be a part of the USA Basketball Men's National Team for the 2024 Paris Olympics.
Who better than to break the news to Edwards and hand him his new jersey but Hill himself?
“His number, number 5, which also happens to be the number I wore in the ’96 Olympics,” Hill shared.
In addition to Edwards, Sprite also tapped track-and-field star Sha'Carri Richardson for the campaign, who will also compete in the Paris Olympics.
The campaign will include the release of four limited-edition “Obey Your Thirst” packaging designs.
Sprite also created "Obey Days," an online hub accessible through QR codes printed on Sprite cans and bottles.
This virtual space aims to fuel fans' passions across various categories like fashion, music, art, entertainment, and sports through its microsite and socials.
"Obey Days" promises fresh content, including exclusive videos and interviews with Edwards and Richardson.
By relaunching "Obey Your Thirst," Sprite hopes to maintain its relevance in a crowded beverage market, focusing on individuality, which aligns with the values of Gen Zers, a demographic with immense spending power.
