Sprite has revealed the lineup of spitters for its “Summer Sprite Cold Lyrics Series.” Unlike in years past, the summer ad campaign will feature a cast of entirely fresh faces in the rap game.
The third iteration of Sprite’s summer lyrics series in as many years, the 2017 campaign features Lil Yachty, Vince Staples, D.R.A.M., Vic Mensa, and newly minted XXL Freshman honorees Kamaiyah and Kap G. Speaking with Billboard, Bobby Oliver, director, Sprite & Citrus Brands, Coca-Cola North America, describes the latest lineup of artists as the “next generation of hot hip-hop artists” who each bring a “fresh perspective” in Hip-Hop culture. Oliver adds that Sprite made its selections because the brand “thought that the words we chose from their lyrics perfectly represent the cool, cold, delicious, intrinsic attributes of Sprite that we want to promote.”
Each artist in the Summer Sprite Cold Lyrics Series will get a Sprite can with their own original lyrics printed on them. Featured lyrics include lines from lyrics from songs including Mensa’s “Hollywood LA,” D.R.A.M.’s “Sweet VA Breeze,” Kamaiyah’s “Ain’t Goin Home,” Staples’ “Norf Norf,” Kap G’s “I Be Up” and Lil Yachty‘s “Minnesota.”
In addition to the collectible Sprite cans, the brand will also be creating action figures of each of the campaign’s featured artist which the soda company is calling “Sprite-sized Endorsers.” The figures will debut this weekend at the BET Experience in Los Angeles.
Though the featured artists are all up-and-coming, not all of them are first-time collaborators with Sprite. Lil Yachty appeared in a Sprite TV spot alongside LeBron James last year. Meanwhile, Vince Staples regularly tweets about Sprite, and even mentioned the soda in his song “Norf Norf,” the lyrics to which famously caused a distraught mom’s reaction to go viral.
Originally launched in 2015, the first iteration of the summer ad campaign featured lyrics from Hip-Hop legends Nas, The Notorious B.I.G and Rakim. This year marks the first time that Sprite’s summer lyric series has focused entirely on current hip-hop acts.
Sprite’s latest summer lyrics campaign with launch later this month. The rollout will include TV and radio spots, social media content, and outdoor advertising.
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Source:: Jet Magazine