BrandArena: 'Obey You', Sprite Urges Youth In New Campaign

Wednesday, 10 April 2013

'Obey You', Sprite Urges Youth In New Campaign

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Sprite has unveiled a new global campaign urging younger consumers to listen to their own desires and follow their own truths. The “voice of Sprite” serves as the protagonist in the spots, applauding Sprite bottles around the world for following their instincts and living up to their role as a thirst-quenching, lemon-lime beverage.

The themed “Obey You” includes a series of 20 films, where the voice behind the camera the voice of Sprite encourages youths to pursue their dreams in life.

The new push builds around the “Obey” message that has been used by the brand for years. The “Obey Your Thirst” tagline, introduced back in 1994, evolved into the shorter “Obey” slogan in 2007. Now, we see the next phase of the Sprite motto’s life.

“This is Sprite speaking to Sprite, earning the right to encourage teenagers to be true to themselves by first being true to itself,” adds Leo Premutico, co-founder and executive creative director of Johannes Leonardo, the New York-based agency that created the campaign.

The Sprite-to-Sprite films – which debuted in Canada and will soon appear in other markets – set the stage for additional work, including outdoor creative featuring close-up and macro photography of the clear, crisp liquid.

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