Sprite’s lyric cans return celebrating three decades of recognizing 'the power of hip-hop’

Wieden + Kennedy New York created the push

For the last few years, Sprite has been celebrating the top acts in hip-hop on its can packaging, giving the Coca-Cola owned company a unique hold on the music industry.

The summer drive called the 'Summer Sprite Cold Lyrics' series was delivered by Wieden + Kennedy New York. It looks to blend music and soda in the solstice heat and sees the packaging adopt lyrics from six artists: Vince Staples, Lil Yachty, DRAM, Vic Mensa, Kamaiyah and Kap G.

Bobby Oliver, director, Sprite and citrus brands, Coca-Cola North America, said: “Sprite was one of the first brands ever to recognize the power of hip-hop more than 30 years ago. It has always celebrated authenticity and collaborated with a variety of emerging, established and legendary artists.

“This year, the Summer Sprite Cold Lyrics Series is a new way for us to shine the spotlight on cool, crisp, refreshing, lemon-lime Sprite and these six incredibly talented artists who are making their own mark and represent the next generation of hip-hop stars.”

The scheme will run with an on-pack competition offering prizes such as Xbox One S consoles, drones, BMX bikes, neon signs, instant cameras, pocket DJ mixers, wireless Bluetooth speakers, Nike gear, GameStop and Sprite from 26 June to 28 August.

The integrated marketing campaign includes TV, outdoor, radio, digital, social and in-store advertising.

Among the most prominent artists to have graced a Sprite can was Drake in 2015 when the drive was somewhat in its infancy.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

All by John