Sprite is reinventing its iconic Obey Your Thirst campaign, featuring contemporary icons Anthony Edwards and Sha’Carri Richardson

By DaMarko Webster

Sprite is relaunching its iconic Obey Your Thirst campaign, tailored for the next generation of consumers, with fresh TV spots starring two of today’s hottest athletes and a range of exciting activations spanning limited-time packaging, digital experiences, and sports partnerships.

Originally introduced in 1994, Sprite’s pioneering Obey Your Thirst campaign broke conventions by celebrating authenticity and individuality in a manner distinct from other brands. Now, Sprite aims to empower consumers to embrace their uniqueness and pursue their passions with a revitalized Obey Your Thirst campaign, acknowledging and celebrating the evolving desires and openness of today’s audiences.

Brian Rogers, Senior Director of Brand Marketing for Sprite North America, remarked, “In today’s world, where opinions and trends inundate the younger generation, Sprite recognizes the immense pressure this can exert on their growth and aspirations. As a brand deeply committed to championing individuality and authenticity, we are thrilled to reintroduce the timeless message of ‘Obey Your Thirst’ to Gen Z, inspiring them to confidently forge their own paths.”

Fronting the new campaign are NBA Star Anthony Edwards, previously associated with Sprite in 2022, and Sha’Carri Richardson, the world’s fastest woman and Sprite’s inaugural female athlete partner. These dynamic athletes epitomize the essence of Obey Your Thirst, renowned for their unapologetic authenticity and relentless pursuit of self-expression and excellence in their respective fields.

In a nod to the original campaign, Anthony Edwards will recreate Grant Hill’s iconic 1994 spot, joined by Hill himself, playfully acknowledging Sprite’s anti-advertising ethos that distinguished it as a counter-cultural brand. Sha’Carri Richardson will feature in a new spot that reimagines Obey Your Thirst for today’s generation, showcasing her commitment to authenticity and defiance of societal norms, with special appearances by her mother and grandmother.

A.P. Chaney, Senior Creative Director for Sprite North America, highlighted the brand’s dedication to amplifying consumers’ voices by truly understanding their desires and aspirations, both in life and in their interactions with brands. He emphasized the enduring relevance of the “Obey Your Thirst” message in today’s landscape, particularly amidst ongoing societal shifts. Sprite will introduce limited-edition packaging featuring four unique Obey Your Thirst designs, accompanied by an on-pack QR code leading to “Obey Days,” a digital platform on Sprite.com offering inspiration across various passions such as fashion, arts, music, and sports. “Obey Days” will feature weekly content releases, including contributions from Anthony Edwards, Sha’Carri Richardson, and more, providing fans with exclusive access and rewards.