Not so many soda marketing campaigns have lasted as long as Sprite’s “Obey Your Thirst.” This iconic slogan has been in our collective memory since way back in the 90’s and now it has been recreated with a new twist. Sprite has now enlisted Anthony Edwards and Trae Young, two of the NBA’s most promising talents who play for the Minnesota Timberwolves and Atlanta Hawks in that order, in an attempt to add new life into their timeless message. The outcome of this partnership is a marketing slam dunk that is as refreshing as a cold sprite on a hot summer’s day.
The Edwards-Young star duo
NBA stars Anthony Edwards and Trae Young are not just your average basketball players, they’re the kind of guys who can make you spill your drink with their jaw dropping moves on the court. Edwards with his explosive athleticism and contagious personality, together with Young’s accurate shooting and calm manner perfectly capture the spirit of “Obey Your Thirst”. They are not just playing basketball while running commercials, but also living their best lives and Sprite is right there with them to support them while encouraging fans to do the exact same thing.
From court to culture
Sprite is a cultural symbol and has always been more than just a drink to many folks. Sprite’s partnership with Edwards and Young taps into the active realm of NBA culture, where sneakers, style, and fashion brands reign supreme in people’s lives. This campaign is actually a partnership deal that ranges from a variety of marketing ideas including photo shoots to even Tv commercials, it portrays these athletes not just as players but as influencers and trendsetters too. It’s a smart move by Sprite that speaks volumes to a generation of sports fans who value their favorite ballers’ off court personalities just as much as their on court performances.
Realness in every sip
“Obey Your Thirst” is a call to action as well as a catchy slogan meant to bring all Sprite fans and sports lovers together. It is a campaign that tells us about being true to yourself, pursuing your dreams, and not being afraid to stand out amongst the crowds. Edwards and Young exemplify this spirit brilliantly. Both have demonstrated that being real to yourself is the way for you to stand out, whether it’s Edwards freely expressing his thoughts in post game interviews or Young fearlessly taking deep three pointers from mid court. Sprite’s campaign highlights these instances and reminds fans that staying true to themselves is the way to win in life.
The buzz and the bubbles
Since sprite relaunched the campaign, social media has been going crazy and buzzing like a can of Sprite cracked open. Fans are loving the ad link up between Ant-Man (Edwards) and Ice Trae (Young) in the new sprite commercial, pushing the campaign to receive a lot of attention and love. Memes, highlight reels on Instagram, and behind the scenes clips have flooded platforms like TikTok, showing us once again that Sprite understood the assignment and knows exactly how to tap into the zeitgeist. This in fact means more than just selling sodas, Sprite is about to start a movement to inspire all young professionals in the game.
Sprite’s ‘Obey Your Thirst’ campaign with Anthony Edwards and Trae Young is a complete masterclass in the current marketing scene. It serves as a reminder to us that sometimes the best way we can stay relevant in whatever we do is to stay true to ourselves while embracing the new versions of us. And if that means sipping a can of Sprite while watching your favorite ballers on TNT sports dominate the court, so be it.
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