Obey Your Thirst
Since 2004, Sprite’s market share of the U.S. carbonated soft drink category has increased 2.4%. It now reigns as the nation’s third-favorite soft drink behind Coca-Cola and Dr. Pepper, respectively.
Sprite first debuted “Obey Your Thirst” in 1994 as a call to action championing counterculture and inspiring younger consumers to trust their instincts, follow their passions, and own their individuality.
Early ads leaned into predominantly Black subcultures in basketball and hip-hop, where Sprite has historically had a presence, with past work featuring figures like Drake, LeBron James, Grant Hill, and Nas.
Last year, the brand reimagined “Obey Your Thirst” to inspire a new generation by partnering with talent like Minnesota Timberwolves guard Anthony Edwards and track star Sha’Carri Richardson, who is also its first woman athlete partner.
“Sprite would not be who we are without Black and Brown consumers,” said Chaney, adding they are the brand’s top demographic. “We start a lot of our creative from a Black frame of reference, but overall, it’s more about specificity.”
She continued: “When you’re specific about your audience and nuance, you become a magnet, not a mirror. We want to attract people to the brand versus just reflect what people think they want to see or what we think consumers want to see.”
With partners like Edwards and now Hurts, Sprite is “dialing up the contrasting but complementary personas” of its athlete partners as it ushers in a new era of “Obey Your Thirst.”
“There’s a yin and a yang with Jalen and Anthony,” said Chaney. “Jalen is a man of few words, and Anthony is loved by many for his outspoken swagger. Fans who, for whatever reason, didn’t see themselves in Anthony, might see themselves in Jalen through this spot.”
