Sprite launched its new Obey Your Verse initiative featuring 16 limited-edition package designs that pay homage to Drake, Nas, The Notorious B.I.G and Rakim.
Each artist’s lyrics will appear on individual 12- and 16-ounce cans, 20-ounce bottles, and 12-, 20- and 24-packs of 12-ounce cans of the Coco-Cola beverage. The campaign will run through the end of the summer.
“Sprite recognized and respected the power of Hip Hop early, and it became a part of the brand’s essence decades ago,” says Kimberly Paige, Vice President, Sprite Brands and Flavors, Coca-Cola North America. “By honoring and recognizing great lyricism from some of the genre’s biggest icons on our product packaging, we’re demonstrating how Sprite continues to support Hip Hop artists that remain true to themselves.”