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Didn't win any award.
Funny and cool atmosphere.

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No it was not. SPRITE invited Grant Hill, popular NBA basketball player at that time to be then main character in their long-run ad campaign and Lee Garfinkel as its director.

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ten years ago, Sprite was a laggard niche brand, as seemingly lost in time as its kitschy "limon" symbol, plucked out of the fertile imagination of a dated Madison Avenue era. While competitors like 7 Up attempted to stand out through initiatives like "The Uncola" campaign, Sprite stuck with selling itself as a clear, lemon-lime soft drink in a category of clear, lemon-lime soft drinks. Then came Coca-Cola troubleshooter Sergio Zyman. As a consultant, he turned his attention to the troubled beverage in 1992. He discovered Sprite consumers didn't even like its citrus taste. They drank it because of its cheeky unconventionality. So Coca-Cola threw out the brand's very reason for being-a lemon-lime alternative to the company's core colas-and infused it with attitude. That move quickly resonated with target urban teens and African Americans.

Relaunched in 1994 as a mainstream brand, Sprite became the carbonated-beverage category's fastest-growing brand for five of the past six years. Now it's the country's sixth most-popular soft drink, having slipped behind rival Mountain Dew. En route, Sprite's advertising picked up a slew of top awards, including an Addy, Andy, Effie gold, Clios and an Art Directors Club gold.

Rather than have advertising play off product attributes, advertising became the product attribute. "Image is nothing. Thirst is everything. Obey your thirst," one of Sprite's early repositioning taglines from Lintas & Partners, served as a sly wink at the role the brand's ads played in reviving its fortunes. Image, as it turns out, is everything.

"As a result [of the repositioning], in four years [Sprite] sales tripled ... We did it by changing only the extrinsics of how people thought about the product, without touching the intrinsics of what was inside the can or bottle," Zyman wrote in The End of Marketing as We Know It.

Sprite agency Burrell Communications Group had discovered as much after it began using hip-hop's Curtis Blow and rappers like Heavy D in Sprite campaigns targeting urban markets. The music served as a vehicle for self-expression, first appearing in Burrell's ads in 1984 and crossing over to Sprite's general advertising two years later.

"In the '80s, we added a 'cool' factor to the brand," says McGhee Williams, evp/managing director of marketing innovations at Burrell. "It was a fresh approach in advertising for African Americans, but it was bigger than just African Americans. Things like hip-hop, rap and new jack swing are as much a cultural force as they are music."

Growth in flavored beverages is outpacing that of colas in general. Sprite's high-profile success, plus its association with the hip-hop lifestyle, is helping to fuel a lemon-lime marketing battle that is quickly replacing the cola wars.

"During the '90s, overall cola growth slowed. A large [reason for] that was the growth in flavored brands, thanks to very good marketing and advertising from Sprite and Mountain Dew," contends John Sicher, editor and publisher of Beverage Digest.

In 1999, the citrus category grew 2 percent, topping the flat results of cola drinks in a sluggish carbonated-beverage marketplace. Lemon-lime sodas now account for about $6.5 billion in annual retail sales, or about 11 percent of the U.S. market for sodas. PepsiCo is eyeing those growth opportunities-and the chance to narrow the gap between itself and Coca-Cola-with the lemon-lime launch of Sierra Mist in October, the company's first major new carbonated soft-drink trademark in 16 years. (Turnabout is fair play: In Zyman's original view of the repositioning, Sprite's "attitude" strategy gave Coca-Cola the chance to step on Pepsi's marketing turf of choice and change.)

Still, it's not going to be easy: Sprite commands a 58 percent market share. The brand's competitors are betting they can lure consumers away from the category leader. Pepsi is pouring $50 million into Sierra Mist while Cadbury Schweppes is increasing 7 Up ad spending 15 percent to $40 million.

Sprite continues to outspend those competitors, putting almost $70 million behind the ongoing, no-pretense "Obey your thirst" strategy.

"With 'Obey,' we've become so much more connected with teens. The teen years are a very awkward time, and this is a way for us to say: 'Trust your instincts. Be true to yourself whether you're choosing a soft drink or a path in life,' " explains Pina Sciarra, Sprite's brand director. "It's a straightforward, honest message: 'We're just a soft drink. We're not going to make you a better windsurfer.' We've never strayed from that core message, and we don't plan to now. It's continued to evolve, but we've always stayed on point."

The brand grew up with the early advent of hip-hop and has become so identified with it that hip-hop magazine Blaze described Sprite as one of the genre's three top elements.

Given Sprite's skew toward male consumers, promotional tie-ins were a key part of the turnaround. Zyman saw an opportunity to create strong links with sporting events, common with bigger flagship beverages like Coke and Pepsi. He struck a deal with the National Basketball Association after promising commissioner David Stern that Sprite would spend lots of money on cross-promotional efforts. Sprite boosted its promotional efforts this year.

It created a contest offering the chance for a one-on-one game with Team USA's NBA players who participated in the 2000 Olympics and reupped for sponsorship of the Billboard Music Awards. The brand hopes to further solidify its hold on teens through a new partnership with RocketCash, an Internet e-tailer gateway that helped create Sprite.com. Sprite drinkers receive RocketCash codes under bottle caps and can use those codes as online currency. Sprite also has tie-ins with Polo Jeans and Tommy Hilfiger, another brand whose success is tied to the hip-hop culture. Less clear is Sprite's current movie tie-in debut with How the Grinch Stole Christmas. Backed by $10 million in on-air and merchandising efforts, Sprite is trying to outdo sister brand Coke during this holiday season.

Atlanta-based Coca-Cola explains the association by pointing out the plot's anti-Santa positioning is in sync with Sprite's attitude. The link also plays off mutual association with the color green and the parent company's pre-existing marketing pact with the film's distributor, Universal Studios.

Such efforts to bond with consumers faced an unexpected challenge this year when a group of former and current black Coca-Cola employees organized a boycott after suing the parent company over alleged bias in compensation and promotions. Black consumers make up 36 percent of Sprite's customer base, and the brand was the initial target of the boycott, which recently ended when Coca-Cola settled with the group. The boycott was called in May. By the end of that month, Sprite was on the air with a new diversity campaign from Burrell that directly confronted issues of race and class. The campaign continued the "Obey your thirst" theme, but added the line, "What are you thinkin'?" The spots featured hip-hop stars Beanie Sigel, Mos Def, Pharoahe Monch and Lord Finesse and addressed racial stereotypes. Sprite consumers were urged to be true to themselves.

"This is an honest brand for honest people. Teens see things for what they are. The drink and the drinker share the same instincts with 'Obey your thirst,' " contends Dean Hacohen, evp/creative director at Lowe Lintas. "This is not your father's cola."

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ten years ago, Sprite was a laggard niche brand, as seemingly lost in time as its kitschy "limon" symbol, plucked out of the fertile imagination of a dated Madison Avenue era. While competitors like 7 Up attempted to stand out through initiatives like "The Uncola" campaign, Sprite stuck with selling itself as a clear, lemon-lime soft drink in a category of clear, lemon-lime soft drinks.

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It's a successful ad because sales increased 17.6% after the Obey your thirst campaign with Grant Hill released.

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OVERVIEW
First marketed in 1961 by the Coca-Cola Company, the lemon-lime soft drink Sprite was in the late 1990s one of the fastest growing carbonated soft drinks in the United States and around the world. As of mid-1998 Sprite was the number-three soft drink in the world and the number-five soft drink brand in the United States. From 1994 to 1998 the brand experienced global doubledigit growth. This period of dramatic expansion coincided with the launch of the brand's ad campaign ''Obey Your Thirst.''
Introduced in 1994, the ''Obey Your Thirst'' campaign-created by Lowe & Partners/SMS of New York-established Sprite's distinct brand personality through humorous, tongue-in-cheek spots that reinforced the ''trust your instincts'' concept. The campaign aimed to speak directly to the drink's target market, teenagers, rather than talking down to them.
Sprite started out in a niche category-lemon-lime soft drinks-but by the mid-1990s had clearly broken away and transcended into a mainstream brand. In 1994 Sprite passed the one-billion unit case mark worldwide-a significant milestone in terms of the size of the brand. An aggressive marketing strategy aimed at urban youth has been credited with Sprite's explosive growth. Since 1994 Sprite has been the official soft drink of the NBA, a growing worldwide sports property that has been particularly popular with youth. Adding to Sprite's appeal, its packaging was distinctive and attention getting; graphics introduced in 1994 added a crisp blue color to Sprite's traditional green.
In 1994 Sprite retired its upbeat ad campaign ''I Like the Sprite in You'' for an edgier approach designed to appeal to Generation X. The new tag line, in its full iteration, read: ''Image is nothing. Thirst is everything. Obey your thirst.'' Among the first commercials in the campaign, targeted at teens and young adults, was one featuring basketball star Grant Hill in a parody of pretentious fashion commercials. Oddball humor, the use of basketball endorsers, and the appeal to youth culture were to remain staples of the ''Obey Your Thirst'' campaign.
By sharpening the focus and defining Sprite's personality-energetic, edgy, and straightforward-Sprite's marketers made the brand more relevant to its target audience. The goal of Sprite advertising in the 1990s seemed simple-to convey that Sprite was a thirst-quenching drink with an attitude that connected with teenagers. This approach proved to be very appealing to young people who did not want to be ''marketed to'' in the traditional sense. Sprite's commercials humorously poke fun at hard-sell tactics while focusing on one basic premise:
Sprite may not make consumers more popular, more beautiful, or even NBA superstars, but it will quench their thirst.
Sprite has reaped much success from its ''Obey Your Thirst'' commercials playing to the cynical attitudes of 1990s youth. The ads gained their satirical punch from the debunking of other ads that relied on hype and image building. This approach was said to appeal to jaded Generation X consumers raised in an age of media manipulation. But playing to the apathy of the public has not always been successful. In fact, as Coca-Cola USA discovered when it tried to market the first Generation X soft drink, it can backfire spectacularly. The concoction was called OK Soda and was the brainchild of Coca-Cola USA marketing chief Sergio Zyman (who would later develop the New Age beverage Fruitopia). Introduced in selected cities in mid-1994, OK Soda brandished matte-gray cans featuring downbeat drawings by underground comic book artists. The emblazoned slogans were equally doleful. ''What's the point of OK soda?'' read one representative caption. ''Well what's the point of anything?''
Advertising for the seemingly depressing drink was created by the prominent Portland ad house of Wieden & Kennedy. A 1-800-I-FEEL-OK hotline was offered, where callers could record comments, listen to the cynical (and agency-crafted) ramblings of others, and take a Generation X ''personality test.'' OK Soda's advertising message failed to overcome its reputed deficiencies of taste. The nine-city campaign failed, and the product was quietly withdrawn from circulation.
In addition to relating a straightforward message that Sprite was a light, crisp, and refreshing beverage, Sprite marketers wanted to convey that Sprite was not pretentious. Since the introduction of the ''Obey Your Thirst'' campaign in 1994, the Sprite brand spoke to legitimacy and integrity, encouraging consumers to trust their instincts and, in a sense, saying to teenagers, ''Exercise your own judgment.'' The earliest ''Obey Your Thirst'' commercials parodied the pomposity and pretense of commercials for other products. Specifically in Sprite's crosshairs were spots for Canon cameras featuring tennis star Andre Agassi, in which the tennis star declares, ''Image is everything.'' A series of humorous Sprite spots inverted this concept and those of similar commercials. Coca-Cola USA's 1997 advertising strategy for Sprite retained the ''Obey Your Thirst'' tag line and the irreverent, icon-bashing tone of previous spots for the brand. The newer spots continued to poke fun at other company's ads. But they also took on an edgier tone, as Coca-Cola USA sought to meet its goal of capturing 50 percent of domestic market share by the turn of the century. There were five new spots in all, all created by Lowe & Partners/SMS. Perhaps the most daring-and the most critically well-received-was a commercial that parodied Coca-Cola's own commercials from the 1980s by providing information on Jooky, a mythical newfangled soft drink. A group of youthful party goers are shown living it up with their Jookies on the beach when the camera pans back to show two slack-jawed gawkers watching the ''commercial'' on television. When they pop the tops on their own Jookies, however, no party breaks out. ''Oh, man,'' says one. ''Mine's busted.'' The voice-over then instructs: ''Trust your taste buds, not commercials.''
The other spots in the campaign were similar in tone. One poked fun at product demonstrations. Another took aim at the venerable Budweiser frogs, showing a bear eating out of a tin can while a frog snacked on a slimy worm. In another, perennial ''Obey Your Thirst'' pitchman Grant Hill fends off offers from an agent to do television shows, books, and record albums. The spot was seen as an oblique parody of Pepsi commercials featuring basketball star Shaquille O'Neal. A third commercial told visitors to Hollywood to bring along their own Sprite because ''a place this concerned with image just doesn't have any.'' This was a clear spoof of the popular Visa credit card commercials that urge viewers to ''bring along your gold card'' to various hot spots.
Measured in sales impact, ''Obey Your Thirst'' was a successful campaign. The ''Obey Your Thirst'' message helped Sprite secure 5.8 percent of the national soft drink market in 1996, up from 5.1 percent the previous year. In 1997 Sprite's global volume jumped by 13 percent while domestic volume increased 10 percent. Beverage industry analysts were impressed with Sprite's ability to create sustained growth in a competitive sector. ''Coke's marketing of Sprite has been laser-like in its focus and very successful,'' John Sicher, the editor of Beverage Digest, told a writer for Newsday.
Some advertising critics, however, found the strategy behind the ads too cynical. ''If image is nothing and taste is everything,'' asked Bob Garfield in Advertising Age magazine, ''why is not one of the ads about taste? Why are none of the ads about anything intrinsic to Sprite? Why does the famous athlete send up use Grant Hill, a famous athlete?'' The answer, according to Garfield, was because ''as far as this advertising is concerned, image is not nothing. Image is everything.''

Accompanying the new ads was a packaging overhaul. The Sprite ''dimple bottle'' was designed to differentiate the brand from other beverage choices, particularly in the important single-serve segment. The proprietary plastic packaging, featuring vertical rows of ''bubbles'' indented on the bottle wall, was reminiscent of Sprite's familiar green glass bottles and was designed to reflect the brand's ''cool, refreshing'' personality. Sprite launched the new packaging in grocery and convenience stores with a flier announcing, ''We're smiling so wide our dimples are showing.''
Building a brand relevant to consumers sometimes involved more than traditional advertising tactics. Sprite endeavored to reflect its distinct, straightforward personality through a complete marketing mix in a way that was relevant to teenagers. Accordingly, a series of crosspromotions with youth-oriented enterprises was launched. Three popular NBA players-Kobe Bryant of the Los Angeles Lakers, Juwan Howard of the Washington Wizards, and number-one draft pick Tim Duncan of the San Antonio Spurs-all agreed to give away their team jerseys and basketball shoes to 150 winners of the Sprite ''Own 'Em'' contest. In addition, six grand prize winners got to drive away in a sport utility vehicle that had actually been driven by the players. Consumers could win instantly by looking under the cap of 20-ounce and one-liter bottles of Sprite or by checking the inside packs of Sprite 12-pack and 24-pack can wraps to reveal prizes. Launched in November 1997 to coincide with the start of the NBA season, the promotion ran through the end of March 1998.
Keeping with its basketball theme, Sprite marketers also launched the Sprite Playground at NBA Jam Session, an interactive attraction offering a wide variety of basketball activities for fans to test their skills, play out-of-theordinary games, and win prizes. The activities area, which traveled to various state fairs around the United States during the summer of 1997-was surrounded by NBA photos and life-size player images. The strong connection between Sprite and professional basketball was explained by Pina Sciarra, Sprite brand manager for Coca-Cola USA, in a company press release: ''Sprite is the only soft drink that embodies the lifestyle and attitude of NBA players.''
Other national ''Obey Your Thirst'' promotions also sought to appeal to urban youth. An under-the-cap promotion teamed Sprite with apparel manufacturers Fishpaw Industries and Shabazz Brothers Urbanwear, both of whose clothing lines appealed to inner-city youths as well as markets outside the urban boundaries. In this promotion consumers had a one in six chance of winning free products, or they could win apparel from Fishpaw and Shabazz by simply twisting off the cap and reading the message imprinted under the top of 16-ounce, 20-ounce, and one-liter bottles of Sprite. The Sprite ''Under the Cap 'Obey Your Thirst' Promotion'' began March 1, 1997, and ran through September 30, 1997. In a promotion aimed more specifically at the African-American community, Coca-Cola USA signed on as a major advertiser and exclusive soft drink sponsor of the annual Soul Train Music Awards show on March 7, 1997, in Los Angeles's Shrine Auditorium. Soul Train was a popular, nationally syndicated television dance and music show founded by Don Cornelius. A ''Sprite Nite'' celebrity party was held on the eve of the Soul Train Music Awards show and was televised live on Black Entertainment Television (BET). In addition to performances by rhythm-and-blues and hip-hop artists, the Sprite Image Breaker of the Year Award was presented. Coca-Cola USA aired commercials for Sprite and Coca-Cola Classic during the awards program.

Sprite's marketers designed this message to be pertinent around the world. The brand's ''edge'' and unpretentious attitude were crafted to speak to youth in all different cultures. According to official company press materials, ''Teens around the world share the desire to be able to express themselves and make their own choices. Sprite aims to encourage and represent this attitude.''

COMPETITION
Once considered a ''niche'' product, Sprite in the 1990s was no longer viewed as competing in the lemon-lime category but rather as competing against other mainstream soft drinks. In fact, Sprite sales surpassed those of its principal lemon-lime competitor, 7-Up, in 1993. But there still was one niche market that Sprite advertisers continued to try to capture: young people. With ''Obey Your Thirst,'' Coca-Cola USA aimed Sprite ads at specific age groups. At the same time, rival soda maker PepsiCo Inc. was turning away from this practice. It believed that trying to execute a niche strategy in the soft drink industry carried too many risks because companies invariably fail to reach any customers outside the target audience.
In 1996 the Sprite brand concluded one of its most spectacular years of market performance. Sales surged an impressive 17.6 percent, displacing venerable Diet Pepsi along with Mountain Dew and Dr. Pepper to become America's fourth-ranked soft drink. 7-Up, in eighth place, dropped 0.2 percent in volume. ''Sprite has been highly successful . . . much of it at the expense of 7-Up,'' observed Paine Webber analyst Emanuel Goldman in the Atlanta Journal-Constitution. Sprite's strong performance, together with the robust sales of Coke and Diet Coke, gave Coca-Cola USA three of the four top soft drink brands for the first time since 1985.
In response to the challenge from Sprite, Dr. Pepper/Seven Up Inc. in 1997 announced plans to reformulate 7-Up, making it less sweet and giving it a crisper taste. Industry analysts expected the reformulation to make 7-Up taste more like Sprite. The company also planned to introduce new graphics for 7-Up packages as well as a new advertising campaign.

By 1996 Coca-Cola USA was spending $55.7 million to advertise Sprite in the United States alone. The brand's innovative spots helped Sprite move $1.2 billion cases worldwide that year, and the beverage zoomed to the number-four position among U.S. soft drinks. Still, the parent company looked to increase its ad budget for 1997. ''The more the brand grows, the more we spend,'' declared Sergio Zyman, Coca-Cola's chief marketing officer, in the pages of the Atlanta Journal-Constitution. In a bid to spur even further growth, Coca-Cola ordered a tune-up of the Sprite advertising strategy. In April 1997 the company unveiled five new Sprite commercials under the ''Obey Your Thirst'' rubric. The new spots, created in partnership with Lowe & Partners/SMS, were said to mark a creative new direction for the brand.

From its inception ''Obey Your Thirst'' relied on the power of a 1990s trend toward ''anti-advertising.'' The commercials in this campaign parodied those for other products that used hype and image-building to appeal to consumers. ''Consumers are jaded by advertising,'' declared Lee Garfinkel, cochairman and chief creative officer at Lowe & Partners/SMS. ''In order to reach certain people, advertising that doesn't take advertising too seriously is appreciated by the consumer.''
The ''certain people'' that Garfinkel had in mind were mostly teenagers, particularly inner city teenagers. To go along with its ads, Sprite marketers designed an aggressive marketing campaign to appeal to this demographic. Co-promotions with the National Basketball Association (NBA), including appearances by some of its emerging stars in Sprite commercials, helped erect an image for Sprite as the brand of hip, sometimes cynical young people everywhere.

HISTORICAL CONTEXT TARGET MARKET MARKETING TO ''GEN X'' HAS ITS DOWNSIDE MARKETING STRATEGY OUTCOME

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marketing campaign case studies: obey your thirst campaign (1998)

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OVERVIEW First marketed in 1961 by the Coca-Cola Company, the lemon-lime soft drink Sprite was in the late 1990s one of the fastest growing carbonated soft drinks in the United States and around the world. As of mid-1998 Sprite was the number-three soft drink in the world and the number-five soft drink brand in the United States.

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Even though this ad did not win any awards, it won consumer awareness via social and digital media and received positive responses.
Funny and cool atmosphere, rewrote the song Minnesota to increase fans awareness, not just using new music.

http://stevieawards.com/aba/2016-marketing-award-winners

https://www.contentmarketingawards.com/2016-winners-finalists/

https://www.ispot.tv/ad/AxGT/sprite-lil-yachty-is-in-an-ice-cave-singing-a-song-about-sprite

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No it was not. Since SPRITE aims at funny and cool atmosphere, they even invited Neal Brennan who is known as the co-creator of Comedy Central's "Chapelle's Show". SPRITE sales actually increased although it was not much in 2016.

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It's a successful ad because despite the decrease of sales in 2016, SRPITE grew 3% (p.46).

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It's a successful ad because SPRITE now actively engage with fans not only on TVs but also on social and digital media => increase consumer awareness

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In 1994, Sprite ® debuted what would become an iconic tagline and credo for generations of young people: Obey Your Thirst ®. The message was simple, yet powerful: ignore the hype and always be true to yourself.

Now, 22 years and dozens of creative executions later, Sprite is back with the latest manifestation of "Obey Your Thirst" - this time with a dose of fun and lighthearted, observational humor.

For its new "Wanna Sprite" integrated marketing campaign, Sprite is offering a refreshingly honest take on endorsements and what it means to be a Sprite endorser.

The idea is simple: the role of a Sprite endorser is unique, authentic and real. A Sprite endorser does not have to tell fans to drink a cool, crisp, refreshing lemon-lime Sprite because they already know how delicious it is. Instead, a Sprite endorser would simply invite fans to enjoy a Sprite by asking, "Wanna Sprite?"

To bring this idea to life, the brand is calling upon Sprite endorser extraordinaire LeBron James.

James first became a Sprite brand ambassador in 2003 when his professional basketball career began. Today, the multi-talented sports and entertainment mogul remains the ultimate Sprite endorser.

"Our friend LeBron James embodies all the values Sprite supports - authenticity, transparency and individuality," said Bobby Oliver, director, Sprite & Citrus Brands, Coca-Cola North America. "There is no one more fitting than LeBron to star in our new 'Wanna Sprite' campaign, which is meant to empower our fans to stay true to their love of the brand and celebrate how delicious, refreshing and thirst-quenching Sprite is."

In a series of lighthearted spots appearing in digital media and broadcast television, James' comedic acting chops and genuine love of Sprite take center stage. James shares that a Sprite endorser would never tell someone to drink a cool, crisp, refreshing lemon-lime Sprite, no matter the circumstances. Even if someone was eating spicy tacos or sitting poolside on a hot summer day, or if cool "influencers" were doing it, or even if James was in a Sprite commercial, he still wouldn't tell someone to drink Sprite.

Rather, a Sprite endorser like James would invite fans to enjoy a Sprite by asking them if they "Wanna Sprite."

"We created 'Wanna Sprite' to have a bit of fun with endorsements. Sprite is being as clear and transparent with the idea of endorsements as the beverage itself," said Danielle Henry, group director, Integrated Marketing Content, Coca-Cola North America. "The tone of the creative is intended to be fun and lighthearted, while also being authentic and honest - just like our Sprite fans."

Kicking off this month and rolling into 2017, Sprite will actively engage with its fans in social and digital media and offer them ways to endorse the brand they love. The brand will post original #WannaSprite content featuring James, such as stills, GIFs and cinemagraphs, throughout the campaign. In addition, the #WannaSprite hashtag will be accompanied by a custom green Sprite bottle Twitter emoji.

James isn't the only Sprite endorser participating in the campaign.

The 60-second spot "Endorser" features a cameo by hip-hop artist and Atlanta native Lil Yachty, who performs a parody of his hit single "Minnesota." The re-written song replaces the chorus "Cold like Minnesota" with "Cold like a Sprite soda" to emphasize the cool, crisp, refreshing qualities of Sprite. Hip-hop artist Vince Staples also will participate in the campaign via social media.

The "Wanna Sprite" campaign was developed by Wieden + Kennedy New York. Neal Brennan, who is best known as the co-writer and co-creator of the Comedy Central series "Chappelle's Show," directed the creative. The content is live online and will air on TV starting Oct. 17.

Learn more about the campaign on the Sprite Tumblr page.

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LeBron James Asks Fans if They #WannaSprite

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In 1994, Sprite ® debuted what would become an iconic tagline and credo for generations of young people: Obey Your Thirst ®. The message was simple, yet powerful: ignore the hype and always be true to yourself.

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It's a successful ad because Sprite sales are roughly 1% in dollar-to-date and 1.5% in volume.
Compared to its competitor PepsiCo, Sprite did a good job in 2016.

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1. Similarities between 2 classes:
- marketing's plan/strategy & visual/production both aim to basketball fans/players, & young people/teenagers.
- message: the way SPRITE use metaphor and colours, and put their product in every scene => satisfy the message: not directly tell fans to drink it but make them want to go out and drink SPRITE (2016 ads).
- the way SPRITE advertises and communicates: drink SPRITE to be cool
- the use of fast pace scene, music and vibrant colours: fit with young people => fit the target market

2. Differences between 2 classes:
- look from 2 different perspective. Marketing looks at the intention and hidden message to sell the product. VLC looks at visual, the way they produce the ad, hidden components.

3. What I like about this session:
- break down components and analysis them
- able to see the differences between 2 classes
- how other class look at the visual, colours and scenes while we look at hidden messages and intentions

4. What I don't like about this session:
- since we have to compare our work with other's class, we didn't know how to gather the information we have. I wish we were given a clearer and more specific instruction on what to discuss about ad deconstruction

5. Team dynamics:
- people are still shy and don't really have the spirit as a team. Feel like everyone is working individually. I ended up telling them what we should do in this session or else we just sat there and stared at each other.

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Sprite featuring Grant Hill | Television Commercial | 1996 | USA Basketball

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- soft drink category in general
- recognizable signature "Image is nothing. Thirst is everything. Obey your thirst" => SPRITE is not pretentious like the hype in advertisement. It offers what it truly is.
- lifestyle: ties in basketball culture while
- have greater consumer awareness thanks to its mother brand Coca Cola and famous NBA players (among competitors: Pepsi, 7Up, Sierra Mist & Fanta)

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The main message is: ignore the hype and always be true to yourself.
- mocking the hype in advertising in 1990s. For example, mocking the ultralight Brazilian rubber sneakers, the lightweight shorts and Grant Hill's shaved head which gives him the superpower in order to become a successful athlete.
=> The message is clear because at the end of the ad, his rubber sneakers, his lightweight shorts and his shaved head does not bring him any power but SPRITE does stop him from the thirst after he drinks it.

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- changing its slogan from "I like the SPRITE in you!" to "Obey your thirst" and eventually to "Image is nothing. Thirst is everything. Obey your thirst"
- introducing lemonade flavour drink
- combining with basketball and hiphop
=> aiming at young people or mothers with teenagers at home. SPRITE helps teenagers and young people express themselves as cool and active.
- aiming to be top 1 of NBA’s soft drinks

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- The number one brand in lemon-lime category
- offers several variations such as SPRITE Zero, SPRITE Lemon, SPRITE Cranberry, Tropical Mix & Tropic Berry when compared to its competitors 7Up &

Sierra Mist who offer only lemon flavour.
- lifestyle: hiphop and basketball while 7UP & Sierra Mist represents young people & big events in general.

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- Mocking the use of endorsement in advertisement. Most of the soft drink brands, including SPRITE, used to have a long history of paying celebs & professional athletes to drink their products. At the end of the ad, consumers realize they should drink it if they want to be like their favourite celebs.
- Aiming at all groups, especially Millennials who are deeply aware of different psychological tactics that brands use in their advertising campaigns in order to persuade Millennials to buy their products.
- Instead of urging consumers drink their products, SPRITE and James LeBron ask them whether they wanna SPRITE.
=> The message is clear. They don't literally urge their consumers to drink SPRITE, but they make consumers go out and look for a SPRITE. For example, Lil Yachty dressing in yellow and green and sitting at a piano in an ice cave represents a glass of cool sprite. He even remakes his song "Minnesota" into "Cold Like It's My Soda" while LeBron says he would never outright tell people to drink Sprite, in fact he subtly mention how cold the product is.

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- launching its existing product - SPRITE Lemon/Lime, but introducing a new slogan #WANNASPRITE (replace old slogan #DRINKSPRITE)
- combining with basketball and hiphop and social media influencers
=> aiming at all groups especially Millennials
- aiming to be top 1 of NBA’s soft drinks

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1. What did you like about this session? Since we came up with ads since last meeting, we didn’t have much difficulties to choose what we wanted. Everything is on the right track. Thanks to the lady in Art department (I’m sorry if I got the wrong department), we were abled to get to know more about padlet.

2. What did you dislike about this session? We all chose Sprite commercial starring Lebron James (2016) for the new ad, yet we couldn’t choose any commercials that have something in common for the old ad. It took quite long to figure out the right one. If we chose something completely different with Lebron ad, we had nothing to compare and contrast. That was a hard part. At the end, we chose Sprite commercis starring Grant Hill (90s). He shoot quite a lot Sprite commercials.

3. How was team dynamics? Since it was 8.30am class, members were quite not in a perfect shape. At the end of the meeting, everyone got together and chose the old ad.

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This has perfect length (40s) and a nice atmosphere and nice touch, but it's in Spanish and I don't know how to translate it.

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Sprite is responding to online haters with love in new campaign that celebrates diversity and inclusion.

I choose this ad because cyber-bullying is no long a new phenomena. Anyone can fall victim to abuse on social media. People usually respond to hate with hate; however, Sprite encourage us to respond to the haters with love.

Ad features real people who have been on the receiving end of hurtful and abusive comments on social media, such as French pole dancer Nico Moldestein, British rapper Tyrus McKenzie, Spanish Olympic swimmer Rocio Velazquez, etc.

The video is a part of wider campaign that includes Instagram stories, long-form documentary, interviews, print and out-of-home.

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I choose this because it promotes individualism. This ad is an inspiration for teens and young kids who have struggle with creativity and motivation. Sprite chooses Drake because he has a huge influence on teens and young adults at that time (he's still popular today).This ad encourage people to drink Sprite and if you drink Sprite you will get the energy and motivation just like the way Drake does.

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1. What did you like about the session? We are assigned randomly, so we are able to meet  and work with different people other than our friends.

2. What did you dislike about the session? It was hard to come up with a specific product  because we had nothing in common. At first, we wanted to choose RBC as our product, yet only 4 out of 5 liked that product. And when we came up with a product that we like, we do not have any ads to support.

3. What did you do as a group? We introduced each other's starter pack and compared whether we had any products in common. However, we had nothing. When comparing my starter pack to 2 other guys, the products and services they use are related more to technology devices and sports. When comparing mine to 2 other girls, their products are also sports and newly-brands like Instagram, Spotify, etc. We thought we had to choose a product which all of us were using; however, we could also choose other product that we like or are interested in. We ended up choosing Sprite as our first choice, and Tim Hortons or Old Spice for alternatives. We also found a Sprite advertisement starring Drake in 2009. We were missing a new ad campaign.

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Name: Hoang Anh Le (Anh)

School: Vanier College

Discipline: Commerce

I choose Commerce because I want to become Accountant.

My interests are cooking, spending time with my family, and travelling.

My future goals are getting into either Concordia or McGill (I already got accepted into Concordia, and I am waiting for McGill result), finishing my BCommerce in Accounting, passing CPA exams, and getting a job relating to managerial accounting and taxes.

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but It's a book version