- Sprite is celebrating the 50th anniversary of hip-hop with a star-studded summer campaign placed across TV, OTT, online video, cinema and social, per details shared with Marketing Dive.
- In a nod to the milestone, the brand unveiled themed packaging and a limited-edition flavor, Sprite Lymonade Legacy. Rappers Nas, Rakim, Latto and GloRilla star in a new spot and consumers have a chance to win content and merchandise by scanning an on-pack QR code.
- Sprite is also a sponsor of Drake’s “It’s All A Blur” tour. The effort is the latest by the Coca-Cola brand designed to highlight hip-hop and follows similar efforts by brands celebrating the 50-year milestone.
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Hip-hop is 50 years old this year and Sprite is showing up in a big way. One of the first mainstream brands to feature hip-hop in a national ad was cast by the brand in 1986. The brand has collaborated with a number of well-known artists.
A.P. Chaney said that their resume speaks for itself. Sprite took a chance on hip-hop before it was cool.
The brand updated its original packaging with a design inspired by boomboxes and studio equipment. Similar packaging can be seen on the brand's limited-time Lymonade Legacy offering, which is the brand's take on strawberry lemonade.
Nas, Rakim, Latto, and GloRilla were all involved in the production of a new version of The Sugarhill Gang's "rapper's delight." The spot will run in 6 seconds, 15 seconds, and 30 seconds.
During the summer, consumers can use the re-envisioned Sprite packaging to access digital "drop shops" with hundreds of giveaways, including exclusive content featuring Latto and Rakim.
Drake's tour kicks off on June 17 and will be sponsored by Sprite. Lifetime passes to Rolling Loud and meet-and-greets with Drake will be given out by the brand. The rapper's first worldwide deal was with Sprite and they have been partnering with him for over a decade.
Hip-hop's milestone has also been promoted by other marketers. The Mixtape Street Art Museum uses QR codes on street murals to tell the stories of famous DJs. Amazon Music celebrated the genre with a short film based on Queen Latifah's "U.N.I.T.Y."
