Sprite is reviving its “Obey Your Thirst” campaign with its first female athlete partner. The new campaign showcases NBA player Anthony Edwards and sprinter Sha’Carri Richardson in a nod to the original 1994 campaign. Referencing the original “Obey Your Thirst” ad—which was later replaced by the “Thirst for Yours” campaign in 2019—is the most recent move in Sprite’s ongoing efforts to connect with a new gen. The soft drink market has been particularly competitive recently, so the brand is aiming to reconnect with Millennials who remember the original campaign and resonate with new young consumers, too. (Marketing Dive)
📊 YPulse data: 66% of 13-39-year-olds would be more likely to buy a product if their favorite athlete promoted it
