Sprite has launched its new “Obey Your Verse” initiative. The campaign, which runs through the end of the summer, features 16 limited-edition package designs that pay homage to Drake, Nas, The Notorious B.I.G and Rakim, according to StreetInsider.
Each artist’s lyrics will appear on individual 12- and 16-ounce cans, 20-ounce bottles, and 12-, 20- and 24-packs of 12-ounce cans of the Coco-Cola beverage.
The initiative is a spin-off of Sprite‘s “Obey Your Thirst” campaign, which originated in 1994.
As early as the 1980s, Sprite has incorporated Hip Hop culture into its brand by promoting its products alongside Hip Hop artists and groups.
Acts such as A Tribe Called Quest, Pete Rock & C.L. Smooth, Grandmaster Flash, Kurtis Blow, Large Professor, Grand Puba, Afrika Bambaataa, Missy Elliot, Common, Fat Joe and others have been featured in Sprite ads.
“Sprite recognized and respected the power of Hip Hop early, and it became a part of the brand’s essence decades ago,” says Kimberly Paige, Vice President, Sprite Brands and Flavors, Coca-Cola North America. “By honoring and recognizing great lyricism from some of the genre’s biggest icons on our product packaging, we’re demonstrating how Sprite continues to support Hip Hop artists that remain true to themselves.”
Images of the Sprite cans, the lyrics featured on the cans and videos of Sprite Rap commercials are as follows:
For additional Drake coverage, watch the DX Daily: