SPRITE | SUMMER SPRITE "CARNIVAL"

Summer is a big thirst moment. It is also a time when the youth, music and culture come alive. For Sprite, summer is the opportunity to capitalize on this thirst moment and do what Sprite does best - quench your thirst. Along with selling soda, Sprite supports hip-hop. And during a time, when hip-hop is evolving, summer is a time where the brand can connect with its audience by putting some energy around some of rap’s up-and-coming artists. 

To accomplish this, we created a campaign, the Summer Sprite Cold Lyrics Series. The campaign was the third installment in as many years. But, where the past years' cold-inspired (or at least cold-referencing) rap lyrics were more backward facing towards hip-hop's past, this version is the first initiative solely based in the genre's present.  To focus on the future and give a fresh perspective to the campaign, we introduced Six Cold Lyrics by 6 Hot Rappers featuring the next generation of up-and-coming hip-hop artists Vince Staples, Lil’ Yachty, D.R.A.M., Vic Mensa, Kap G and Kamaiyah. Each artist had a limited edition Sprite can that featured their “cold” lyrics  i.e. Cause it gets cold like Minnesota from Lil’ Yachty. Buying these limited edition cans, Sprite drinkers would get the opportunity to win prizes and attend exclusive concerts headlined by each artists. To launch this campaign, we created a film called Carnival, featuring campaign headliner and Sprite Endorser Vince Staples as a booth attendant asking random teenagers if they #wannasprite? The spot uses Vince’s unique sense of humor and communicates with Sprite’s transparent, honest and self-aware ethos in a way that creates excitement and fun for Sprite’s summer campaign. The result is a humorous kickoff to a summer of light-hearted content connecting Sprite drinkers to these up-and-coming artists and an endless summer of fun.