To mark the occasion, the brand unveiled themed packaging updating the Sprite receptacles with a new design inspired by boomboxes, mixers and studio equipment. Along with the new packaging is a limited-time Lymonade Legacy offering — the brand’s take on strawberry lemonade — a flavor chosen following numerous requests on social media.
Consumers have a chance to win content and merchandise by scanning an on-pack QR code with hundreds of giveaways. The items include exclusive content featuring Latto and Rakim and merchandise including autographed Nas hats, GloRilla tour tees, a Latto gold mic and Rakim directorial slates from the “Icon’s Delight” shoot.
Sprite will additionally serve as lead beverage sponsor for Drake’s upcoming tour, which kicks off June 17. The brand will use the opportunity to dole out experiential giveaways, including lifetime passes to hip-hop music festival Rolling Loud and meet-and-greets with Drake. Sprite has partnered with the rapper for over a decade, starting with the “Spark” multinational campaign in 2012, which was his first worldwide deal.
A.P. Chaney, Creative Director for Sprite North America, said the brand’s longstanding hip-hop credentials are unmatched.
‘Our resume speaks for itself,’ Chaney said. ‘Sprite took a chance on hip-hop before it was cool, and has always been of the culture, not only for the culture. We’ve shown up for both moments big and small, amplifying the endless possibilities of the now-omnipresent hip-hop lifestyle and its profound impact on music, sports and fashion. So, it’s only fitting that we pay homage to all hip-hop has been, is and will be.’
The spot will run in 6-second, 15-second and 30-second segments spanning social media, connected and linear TV, online video and cinema. Check the ad below.
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