Sprite unveils retro ‘Obey Your Thirst’ Campaign with limited-edition packs

Sprite is making a nostalgic comeback with its iconic ‘Obey Your Thirst’ campaign, resurfacing 30 years after its debut in 1994. This revitalised campaign stars NBA All-Star Anthony Edwards and the world’s fastest woman Sha’Carri Richardson, representing a significant milestone as Sprite’s inaugural collaboration with a female athlete.

Accompanying the campaign launch is the releasing of limited-edition packaging, featuring four distinct ‘Obey Your Thirst’ designs. These designs take centre stage, capturing the rebellious spirit that defines the Sprite brand.

Each pack includes an on-pack QR code, offering consumers access to ‘Obey Days’ – an immersive digital platform celebrating fashion, arts, music, and sports. From fashion trends to artistic endeavours, entertainment, and sports, ‘Obey Days’ aims to engage and entertain consumers while reinforcing the core message of the ‘Obey Your Thirst’ campaign.

Brian Rogers, senior director of brand marketing for Sprite North America, expressed his excitement about the campaign’s revival. He emphasized the brand’s commitment to reintroducing this timeless message to Gen Z, encouraging them to embrace their uniqueness and confidently chart their own path. With its blend of nostalgia and innovation, Sprite’s limited-edition packs and digital platform aim to captivate a new generation of consumers while reigniting the spirit of individuality and self-expression.